Companies have to pay much importance to an emotional brand attachment of their employees. This is because an emotional attachment is seen as necessary for employees to act as brand ambassadors. The most intensive form of emotional attachment is „brand love“. Up to now, brand love only has been investigated in the consumer context, not in relation to employees. This paper therefore develops a new concept, namely „brand love of employees“. Furthermore, the identification of antecedents and consequences of this concept are of interest. The empirical study shows that brand love of employees consists of the dimensions commitment and passion. Moreover, especially congruence between the actual self-concept and the brand personality encourage brand love of employees. Another finding is that commitment and passion promote a positive brand behavior of employees.