In recent times, marketers' focus has shifted from product to consumer-brand relationship. Consumer emotions like brand love is viewed as critical to consumer-brand relationships in the luxury fashion clothing market. The majority of current research focus on the emotional bond of passion and affection that connects the brand and the self. Brand love is not limited to emotional bonds in the consumer-brand dyad, and thus creating emotional bonds may be insufficient for long-term business success. The purpose of this study is to examine the antecedents and outcomes of brand love. Although researchers investigated the effect of self-congruity on brand love, no study has included all four types of self-congruity. This study investigates the relationship between self-congruity types and brand love and consequently on consumer behavioural outcomes. Furthermore, little is known about the role of consumer demographics in this relationship. Gender, age and income were chosen as moderating variables because they are related to consumer’s self-concept. To accomplish the study's goal, a framework has been developed to investigate the relationships between self-congruity and brand love, their related effect on brand love outcomes and the role of consumer demographics as moderators of the relationship between brand love and its outcomes. A convenient sampling approach was used to collect data from 506 online panel consumers, and structural equation modelling (SEM) was used to evaluate the hypothesised relationships. The findings of this study confirm that self-congruity (private and public self) is an antecedent of brand love and through brand love, influences customer co-creation. Consumer demographics were also found to influence the relationship between brand love and customer co-creation. This study extends the tri-component theory of love by conceptualising the commitment dimension as being multidimensional. The findings confirmed the importance of continuance and normative commitment in the development of brand love. The antecedents and outcomes of brand love were assessed from two theoretical backgrounds (self-congruity & triangular theory of love). Furthermore, the findings provide suggestions to managers in the development of their branding strategies to help strengthen their customer-brand relations in order to compete favourably in the marketplace.