The holy name of Krishna is so attractive that anyone who chants it — including all living entities, moving and nonmoving, and even Lord Krishna Himself — becomes imbued with love of Krishna. This is the effect of chanting the Hare Krishna maha-mantra.
Chaitanya Caritamrta, Antya Lila 3.268,
If those who desire material enjoyment or merging into the existence of the Absolute Truth engage in the Lord’s transcendental loving service, they will immediately attain shelter at Krishna’s lotus feet, although they did not ask for it. Krishna is, therefore, very merciful.
To promulgate prema-bhakti [devotional service in love of Godhead], Krishna appeared as Sri Krishna Caitanya with the mood and complexion of Sri Radha.
Chanting is the waxing moon that spreads the white lotus of good fortune for all living entities.
Sri Chaitanya Caritamrta, Antya 20.12,