Nowadays, when the competition and struggle in the market is increasing, creating an emotional connection with the brand is crucial for companies. In order to be able to create this connection, it is necessary to understand how consumers experience brand love, which has become increasingly popular concept in marketing literature. The thesis investigates brand love as a determinant of consumer behavioral intentions through the aspects of brand loyalty, positive word of mouth, resistance to negative information about the brand, willingness to pay a higher price for the brand, willingness to share personal information with the brand, and active engagement related to the brand. Consequently, the aim of the paper was to investigate the role of the concept of brand love on consumer behavioral intentions in the fashion industry since previous research indicated a greater connection between the brand and the consumer in product categories of symbolic value such as fashion. The data was collected from primary and secondary sources, and the quantitative research itself through a survey questionnaire filled out by 160 respondents. The results of the research indicated an important role of brand love as a determinant of consumer behavior intentions in almost all aspects except the willingness to share personal information. The most important role of brand love was observed in the segment of the respondent's attitude towards resistance to negative information and the respondent's attitude towards active engagement related to the brand. At the same time, certain demographic differences in the context of brand love were pointed out, such as more intensive interest for fashion among younger people and more educated women, i.e. visiting the web pages of the selected brand among young people.