Loyalty and Brand Experience: A Theoretical Review of Its Evolution and A Literature Review

Brand loyalty and brand experience are pivotal and define constructs in modern marketing management and consumer relationship studies. This article presents an exhaustive systematic theoretical review, tracing the conceptual evolution of both constructs from their classic foundations (including behavioral and attitudi-nal models) to contemporary understandings rooted in consumer psychology. The analysis is structured around the critical interrogation of key models that have shaped their development, with a specific focus on the dynamic interrelationship that exists between experience generation and loyalty formation. The study criti-cally examines the mediating and decisive role of three essential factors: emotion (as the affective response during consumption), perceived value (as the cost-benefit judgment), and active consumer participation (value co-creation). The syn-thesis of this conceptual evolution allows for the identification of gaps in existing literature and proposes a consolidated conceptual framework. This framework aims to inform future research, especially studies centered on emotional brand engagement and how multisensory experiences modulate long-term loyalty. Ulti-mately, this study not only clarifies the theoretical trajectory but also provides critical managerial implications for the design of effective experiential marketing strategies.