The effect of product-, organisational-, individual-, and environmental-level factors on brand loyalty in the SME sector: a systematic literature review

By adopting a transparent and replicable approach, this study seeks to improve the quality of assessment and scope of extant studies on factors driving brand loyalty in Small and Medium Enterprises (SMEs), reinforcing the empirical base for future research and providing actionable insights for practitioners aiming to execute well-rounded brand loyalty strategies. A systematic literature review of 25 articles retrieved from Scopus and ProQuest databases was conducted. Packaging and quality influence brand loyalty at the product level. Corporate Social Responsibility (CSR) and Customer Relationship Management (CRM) practices, value creation, and loyalty programmes drive brand loyalty at the organisational level. At the individual level, consumer hedonic shopping and trust predict brand loyalty, while store ambience acts as a key environmental variable. The study suggests a comprehensive marketing strategy integrating multiple-level factors to effectively boost brand loyalty in SMEs.