Управленец

2218-5003

2686-7923

10.29141/2218-5003-2025-16-6-4

OLOWQK

https://upravlenets.usue.ru/ru/-2025/1767

Факторы потребительской лояльности к бренду, розничной сети и собственной торговой марке

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

Алексанов

Константин Николаевич

Алексанов

Константин Николаевич

Aleksanov

Konstantin N.

aleksanovkn@gmail.comПахалов

Александр Михайлович

Пахалов

Александр Михайлович

Pakhalov

Aleksandr M.

pakhalov@gmail.comШерешева

Марина Юрьевна

Шерешева

Марина Юрьевна

Sheresheva

Marina Yu.

m.sheresheva@mail.ru

Lomonosov Moscow State University (Moscow, Russia)Московский государственный университет имени М.В. Ломоносова (г. Москва, РФ)

16012026

16651681108202510102025

CC BY-NC 4.0

Геополитические изменения трансформировали условия функционирования розничной торговли в России, усиливая роль локальных брендов и собственной торговой марки (СТМ) при ограниченном доступе к международным рынкам, что требует переосмысления факторов потребительской лояльности. Исследование направлено на выявление и систематизацию ключевых факторов, влияющих на потребительскую лояльность к бренду, розничной сети, СТМ, и определение их различий. Методологическую основу составила теория потребительской лояльности. Информационной базой служат 6 615 статей из Scopus и Dimensions, опубликованных в период с 1994 по 2025 г. Метод работы – контент-анализ научных публикаций по стандарту PRISMA. В результате комплексного обзорного исследования научных источников подтвердились значительные различия в факторах потребительской лояльности: лояльность к брендам определяется преимущественно эмоциональными факторами (любовь к бренду, доверие); лояльность к розничной сети опирается на функциональные факторы (воспринимаемое качество, программы лояльности) с интеграцией омниканальных стратегий; СТМ сочетает эмоциональные и функциональные факторы (воспринимаемое качество, ценовая чувствительность, доверие к ретейлеру), создавая утилитарную лояльность. Выявлен недостаток работ следующей тематики: интеграция развивающихся технологий (искусственный интеллект) для брендов, цифровизация и омниканальность для ретейла и эмоциональная эволюция СТМ. Для заполнения методических пробелов рекомендуется применение смешанного метода исследований, направленного на интеграцию лояльности к брендам, сетям и СТМ в единой модели.

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.

потребительская лояльность;факторы лояльности;бренд;розничная сеть;собственная торговая марка;систематический обзор;PRISMA.

consumer loyalty;loyalty factors;brand;retail chain;private label;systematic review;PRISMA.

Исследование выполнено в рамках государственного задания МГУ имени М.В. Ломоносова.

The study was conducted under the state assignment of Lomonosov Moscow State University

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