摘要：The paper presents a review of brand loyalty as a multidimensional variable in marketing and prospects its implications for research. In the first place, it overviews its conceptual background and then shows its evolution and current trends for research; this leads to three possible research topics that are linked to innovation through logistics in the ambit of electronic commerce. The purpose of this review is to visualize the state of the art to support a doctoral research project
关键词：Brand loyalty; trends in marketing; innovation; electronic commerce; perspective;lealtad de marca; tendencia; innovación; comercio electrónico; logística; perspectivas;lealdade de marca; tendência; inovação; comércio eletrônico; logística; perspectivas.
