I believe denying his love would be to ignore what Jesus said about our neighbor, feed the poor, cover the cold, clothe the naked etc, and to deny his truths. To live in our passions and selfishly.
I guess I'm trying to view my relationship with God more like my relationships with those around me. If I do things that are thoughtless or offensive, or disregard their wishes - it's saying I don't care about you. To me that's rejecting their love.
In the RCC where I am now, it feels very much like a list of do's and don'ts - almost like the Old Testament. Learning to view things as relationship is truly a mindset shift.