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VOL. 11, ISSUE 4 (2025)
Systematic literature review using PRISMA: Investigating the role of brand trust in fostering brand love and its influence on relationship continuity
Authors
Srishti Tamrakar, Dr. G N Katahare, Dr. O P Gupta
Abstract
This study conducts a systematic literature review using
the PRISMA (Preferred Reporting Items for Systematic
Reviews) framework to investigate the role of brand trust in
fostering brand love and its subsequent influence
on relationship continuity. A comprehensive search across Scopus, Web
of Science, ScienceDirect, Google Scholar, and JSTOR yielded 1,163
initial records, which were refined to 22 high-quality empirical
studies after rigorous screening and exclusion of duplicates, irrelevant
studies, and methodologically weak papers. The analysis reveals that brand
trust serves as a critical antecedent to brand love, which in turn
strengthens long-term relationship continuity between consumers and
brands. However, inconsistencies were observed in how different industries and
cultural contexts moderate this relationship, highlighting the need for further
research. The novelty of this study lies in its integrated
model connecting brand trust, brand love, and relationship
continuity, offering valuable insights for marketing
theory and brand management strategies.
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Pages:35-41
How to cite this article:
Srishti Tamrakar, Dr. G N Katahare, Dr. O P Gupta "Systematic literature review using PRISMA: Investigating the role of brand trust in fostering brand love and its influence on relationship continuity". International Journal of Commerce and Management Research, Vol 11, Issue 4, 2025, Pages 35-41
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