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Customer loyalty is a topic of great interest for marketing scholars due to its importance in gaining sustainable competitive advantages and financial outcomes. Literature is prolific of works regarding customer loyalty and brand management. In order to improve the quantity and quality of research publications, research themes mapping of published studies is required. The aim of this paper is to provide scholars with a systematization and mapping of the contributions on this topic to develop andoi:10.3390/admsci9010008 fatcat:g73trcauzbbobfifztuq6yjbtm