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Abstract

The culinary world is currently experiencing rapid growth, especially in the realm of beverages and ice cream as desserts & beverages. This has led to fierce competition among businesses to excel in their fields, including Massimo Gelato Restaurant. The aim of this research is to understand the role of brand love in mediating the influence of brand image on positive word of mouth. The study involved 130 respondents who are consumers of Massimo Gelato in Denpasar, and their responses were collected online through a Google Form. The path analysis technique was used for data analysis. The results of this research indicate that brand image has a positive and significant effect on positive word of mouth. Additionally, brand image has a positive and significant influence on brand love. Furthermore, brand love has a positive and significant impact on positive word of mouth. Moreover, brand love partially mediates the relationship between brand image and positive word of mouth for Massimo Gelato products. Keywords: Brand Image; Brand Love; Positive Word of Mouth; Massimo Gelato