CONSUMER PERCEPTION AND BRAND LOYALTY: A LITERATURE REVIEW ON MARKETING APPROACHES
Keywords:
Brand Loyalty, Consumer Perception, Digital Marketing, Emotional Branding, Marketing StrategyAbstract
This systematic literature review explores the interplay between consumer perception and brand loyalty, with an emphasis on contemporary marketing approaches. Drawing upon peer-reviewed articles published between 2020 and 2025, this study synthesizes key themes and theoretical frameworks that explain how marketing strategies shape consumer perceptions and, consequently, influence loyalty. Employing the PRISMA protocol, the review integrates both thematic and bibliometric analyses to identify core constructs such as brand awareness, emotional branding, and corporate social responsibility. Findings suggest that positive consumer perception—rooted in trust, emotional engagement, and value alignment—serves as a precursor to sustained brand loyalty. Bibliometric analysis further reveals emerging trends like digital personalization and ethical branding, reflecting shifting consumer expectations. The review underscores the need for integrated marketing strategies that align with both rational and emotional drivers of consumer behavior. It concludes by highlighting practical implications for marketers and suggesting avenues for future research, particularly in underexplored regional contexts and evolving digital ecosystems.References
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