In the passage you are quoting, Jesus is saying that, to become his disciples, we must first accept that we may be rejected by our family, persecuted and killed.
He is not demanding love, glory or worship for Himself. Let's read the passage and please notice the highlights in green.
Large crowds went with Him. And He turned and said to them, 26 “If anyone comes to Me and does not hate his father and mother and wife and children and brothers and sisters, yes, and even his own life, he cannot be My disciple. 27 And whoever does not bear his cross and follow Me cannot be My disciple.
28 “For who among you, intending to build a tower, does not sit down first and count the cost to see whether he has resources to complete it? 29 Otherwise, perhaps, after he has laid the foundation and is not able to complete it, all who see it will begin to mock him, 30 saying, ‘This man began to build and was not able to complete it.’
31 “Or what king, going to wage war against another king, does not sit down first and take counsel whether he is able with ten thousand to meet him who comes against him with twenty thousand? 32 Otherwise, while the other is yet at a distance, he sends a delegation and requests conditions of peace. 33 So likewise, any of you who does not forsake all that he has cannot be My disciple.
Loving Jesus means following Him. His teachings are the Only Way to the Father and
should take precedence over any other thing... but not because the final objective of our love is Jesus. Our final objective is God, our Father. Jesus is the Way to the Father and came with one interest in mind: our reconciliation with God, our Father.