Factors in consumer loyalty to brands, retail chains, and private labels

Geopolitical changes have transformed retail trade in Russia, while strengthening the role of local brands and private labels (PLs) amid limited access to international markets, which necessitates a rethinking of consumer loyalty factors. The study aims to identify and systematize key factors affecting consumer loyalty to brands, retail chains, and PLs, as well as to determine their differences. The theory of customer loyalty constitutes the methodological foundation of the research. The information base consists of 6,615 articles from Scopus and Dimensions databases, covering the period from 1994 to 2025. The key research method is content analysis of scientific publications following the PRISMA standard. The review of academic sources confirmed significant differences in consumer loyalty factors: brand loyalty is primarily determined by emotional factors (love for brand, trust); retail chain loyalty relies on functional factors (perceived quality, loyalty programmes) integrated with omnichannel strategies; private label loyalty combines emotional and functional factors (perceived quality, price sensitivity, trust in the retailer), thus fostering utilitarian loyalty. The research identified gaps in the academic literature on the following topics: the integration of emerging technologies (artificial intelligence) for brands, digitalization and omnichannel strategies for retail, and emotional evolution for PLs. To address the methodological gaps, mixed empirical research is recommended, aimed at incorporating loyalty to brands, retail chains, and PLs within a unified model.