Brand love represents a profound emotional bond between customers and a brand, fostering long-term loyalty and enhancing overall brand performance. Among the key antecedents of brand love are perceived value and brand experience. Perceived value encompasses functional, social, and hedonic dimensions, reflecting customers’ evaluations of a brand’s utility, social significance, and experiential enjoyment. Brand experience, in turn, consists of sensory, emotional, cognitive, and behavioral components that shape customers’ interactions with and responses to a brand. In the highly competitive Iranian market, attention to these factors is particularly critical for online travel service companies seeking to cultivate enduring customer relationships and ensure sustainable growth.

The present study aims to examine the impact of brand experience on brand love, considering the mediating role of perceived value within the context of online travel agencies. In terms of purpose, the research is applied, and regarding its nature and data collection method, it is descriptive–correlational. A random sampling technique was employed, targeting users who had used online travel services at least once. Based on G*Power calculations, 370 respondents were selected and completed the research questionnaire. Data were analyzed using (SEM) through the (PLS) approach. The findings reveal that brand experience significantly influences both perceived value and brand love. Moreover, perceived value exerts a significant effect on brand love and mediates the relationship between brand experience and brand love. These results highlight the strategic importance of enhancing brand experience to strengthen perceived value, foster brand love, and ultimately promote customer loyalty and organizational success.