The consumer decision-making process which form domestic brand loyalty: A literature review

Abstract

This paper presents a literature review regarding consumer decision-making process and its impact on creating domestic brand loyalty. The paper focuses on investigating previous studies on the topic. The articles are collected from Scopus and Web of Science, analysed by using decision-making process and domestic brand loyalty concepts. As filtering criteria for articles were used relevance, methodology, analysis details, results and implications for future research. The results provide an overview of the context regarding decision-making process and each phase impact. Furthermore, the impact of this process in brand loyalty explored by previous scholar has been analysed for the purpose of this paper.