Determinants of Brand Preference from the Consumer's Perspective: A Systematic Literature Review
Abstract
Abstract
Brand preference significantly influences consumer decision-making, shaping market competition and ensuring long-term business success. However, global data indicate that up to 67% of consumers switch brands based on various influencing factors, highlighting the importance of systematically understanding these determinants. This study conducts a systematic literature review (SLR) guided by the PRISMA framework, drawing from Scopus, Web of Science, and Google Scholar databases to analyze studies published between 2015 and 2024.The main objectives are to: (1) assess the impact of brand equity dimensions—brand awareness, brand associations, brand loyalty, and perceived quality—on brand preference; (2) examine how psychological, social, and cultural factors shape consumer decisions; and (3) evaluate the influence of digital marketing tools, social media engagement, and online reviews. Anchored in Aaker’s Brand Equity Theory (1991), the study investigates how brand loyalty and other equity dimensions drive consumer preferences. The review analyzed over 600 studies globally, employing a stratified sampling approach to select 30 key empirical studies for detailed examination. To ensure validity and reliability, stringent screening criteria and thematic coding were used across studies. Data were analyzed using content analysis and descriptive synthesis. Findings show that brand loyalty emerged as a critical determinant of brand preference, explaining up to 55% of consumer choice variance. Psychological and emotional factors also played major roles, while digital marketing tools influenced preference by around 40% in several contexts. The implications of these findings are substantial for policymakers, the study advocates for transparent branding regulations to foster consumer trust. For academics, it proposes a new conceptual framework for future research. For brand managers, it offers practical strategies for refining product positioning, leveraging digital engagement, and tailoring branding efforts to strengthen brand loyalty and preference.
Key Words: Brand Preference, Consumer Perspective, Literature Review
