Maintaining brand loyalty while facing inflation: the role of collaborative supply chain partnerships: Building resilient and agile supply chains to counter disruptions and strengthen consumer Trust

This study examines the effects of supply chain disruptions and inflation on brand loyalty, while also exploring how collaborative supply chain partnerships can mitigate these impacts. By reviewing existing literature, we analyze the relationship between economic instability, supply chain vulnerabilities, and consumer trust. Additionally, this study assesses the significance of supplier diversification, digital transformation, and agile crisis management strategies in maintaining brand resilience. We present the premise of a conceptual framework that underscores the importance of supply chain collaboration initiatives, transparent communication, and dynamic supply chain capabilities for sustaining customer confidence. Our findings suggest that firms investing in strategic partnerships within their supply chains are better positioned to manage disruptions and maintain brand loyalty in uncertain market conditions.