Affiliate marketing has established itself as a cornerstone of digital commerce, enabling brands to expand their visibility through performance-based paid partnerships. However, academic research has primarily focused on transactional incentives and technological mechanisms, often overlooking the emotional factors that drive affiliate commitment. This dissertation aims to bridge that gap by examining how brand love, trust, belonging, and proximity contribute to affiliate loyalty, using Zumub's program as a reference. In this context, a quantitative survey was conducted with 214 affiliates, with data analyzed using descriptive statistics, reliability and correlation analyses, as well as hierarchical multiple regressions to ensure methodological consistency. The results show that belonging is the most decisive factor for loyalty, outweighing the impact of brand love and trust. Trust exhibits only a marginal influence, while brand love and closeness lose significance when belonging is considered. Thus, we conclude that loyalty in affiliate programs depends less on individual emotional bonds and more on the perception of collective identity and community culture. In summary, this study makes an academic contribution by framing affiliate loyalty as a community-driven phenomenon, extending brand relationship theories into the realm of affiliate marketing. On a practical level, it demonstrates that financial commissions and emotional bonds alone are insufficient to ensure sustainable long-term partnerships. Therefore, it's essential to cultivate a sense of belonging through brand-community initiatives, symbolic recognition, and cultural alignment—building lasting, peoplecentric affiliate ecosystems.