Revisão sistemática de literatura sobre o impacto das emoções na lealdade à marca

Abstract

The aim of this research is to understand the development of the latest studies about the impact of emotions on brand loyalty. This systematic literature review adopts a protocol proposed by Tranfield, Denyer and Smart (2003) and the data were extracted from the Web of Science. The Bibliometrix package and the VOSviewer software were used in the analysis phase. The findings of this research shows that there is a line of research that pursues the theoretical definitions of brand loyalty, brand love and brand attachment. A second line of research studies the influence of consumer engagement on brand loyalty. Finally there is a third line of research that explores the relationship between emotions and brand loyalty and how this relationship can affect the consumer behavior.