It is an acknowledged fact that any organizational buying decision is taken so as to eliminate the risk associated with the purchase. This paper investigates the moderating role of risk and the mediating role of brand love on organizational buying. We build upon the earlier works of Webster and Wind (1972) and Sheth (1973) by investigating one dimension of the environmental determinant on organizational buying through a set of propositions in this paper. Branding is known to influence the decision-making process. Prior studies have shown that technical specialists in a decision-making unit (DMU) are influenced by various dimensions of brand personality. The paper provides implications for managers and directions for future research.