Consumer Perception and Brand Loyalty toward Luxury Automotive Brands: A Narrative Review with Insights for the Moroccan Market

Abstract

The Moroccan automobile market has changed substantially over the past years and is becoming increasingly significant hub to major global luxury brands. However, research on brand loyalty and consumer perception in the luxury automotive sector remains fragmented in both theoretically and geographical contexts. Most current studies focus on Western and Asian markets, leaving North Africa comparatively underrepresented. This study examines 73 peer-reviewed articles published between 2020 and 2026 through a narrative literature review guided by the TCCM framework (Theories, Contexts, Characteristics, and Methodologies). The findings reveal that the Brand Attachment framework has emerged as one of the primary analytical lenses, incorporating a brand into the consumer’s self-concept is identified as the most effective way to secure steadfast loyalty and resistance to competitive switching. Empirically, the research demonstrates that while brand image and identity serve as the most frequent triggers for initial consumer interest, relational variables specifically satisfaction, trust, and brand love act as the most critical mediators for ensuring long-term commitment. In the Moroccan context, findings uncover a unique duality: consumers are driven by inner-directed personal values but also show a high susceptibility to social status-signaling through luxury goods. Methodologically, this field relies largely on cross-sectional surveys examined through Structural Equation Modeling (SEM). This review concludes by identifying critical gaps and highlighting directions for future research in Morocco’s luxury automotive sector.