This study extends the conceptualization of brand love to include a bodily dimension. Current conceptualizations including three dimensions of emotional, behavioural, and cognitive dimensions are insufficient in understanding particularly the relationships consumers have with destination brands. This abductive study on destination branding shows the importance of bodily dimension in brand love. Moreover, the study extends the understanding of brand love, not only as a static outcome of a consumer-brand relationship, but as a process of loving a brand.