Abstract
Customer loyalty is a topic of great interest for marketing scholars due to its importance in gaining sustainable competitive advantages and financial outcomes. Literature is prolific of works regarding customer loyalty and brand management. In order to improve the quantity and quality of research publications, research themes mapping of published studies is required. The aim of this paper is to provide scholars with a systematization and mapping of the contributions on this topic to develop an effective research road map for future research. A bibliometric analysis and a mapping study have been conducted on 337 publications on customer loyalty and brand management from 2000 to 2018. The results present the most cited works on the topic, an evaluation map showing the most frequent and cited words and six clusters of words based on their co-occurrence. From the analysis of the clusters, the most relevant research findings, trends, and issues emerge, suggesting interesting theoretical and practical implications.
Highlights
Customer loyalty is one of the most debated topics in marketing literature of last decades.The great interest in customer loyalty can be attributed to its importance in achieving sustainable competitive advantages and financial outcomes (Grönroos 2009)
This paper offers a bibliometric analysis and a mapping study of the works on customer loyalty and brand management
This work is based on a bibliometric analysis and mapping study of the contributions about customer loyalty and brand management
Summary
Customer loyalty is one of the most debated topics in marketing literature of last decades.The great interest in customer loyalty can be attributed to its importance in achieving sustainable competitive advantages and financial outcomes (Grönroos 2009). The emotional attachment towards a brand creates affective commitment that encourages consumers to constantly rely on a specific brand’s offering (Gustafsson et al 2005; Lee et al 2007), repurchase the same brand, spread good words, and not visit competitor’s stores (Han et al 2018). These behaviors result in customer loyalty (Evanschitzky et al 2006; Fullerton 2005; Iglesias et al 2011; Mattila 2001)
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