ABSTRACT
Sustaining a good relationship between consumers and brands is beneficial for both sides. While companies can increase their profit potential, consumers get a quality product with high satisfaction levels. The two most essential factors in the consumer-brand relationship are brand love and brand loyalty. The paper investigates the relationship between brand love and brand loyalty of FMCG products among Indian consumers during regular times and during the Covid-19 lockdown period. Primary data was collected using a structured questionnaire, convenience sampling was applied, and the online mode was used to share and collect responses. The study found that brand love positively leads to brand loyalty, and there is no significant difference between brand loyalty during the regular and lockdown periods. Quality was the main factor that led consumers to purchase the same soap brand during the lockdown period. The findings will help marketers in the soap industry with strategy formulation and designing marketing mix for their brands.