ABSTRACT Research on consumer loyalty and adaptation to today's rapidly changing market is a crucial factor in achieving long-term success for every organization. Consumer loyalty, or their tendency to repeatedly choose products or services from the same brand, is becoming increasingly important in the context of digitalization and growing competitive challenges. The fundamental goal of organizations is to establish a strong connection with consumers, but the issue of consumer loyalty lies in the challenges organizations face when attracting and retaining loyal customers. Today's market is rich in a variety of product and service offerings, often inundated with alternatives and various options, while consumers are becoming more demanding and thoughtful in their purchasing decisions. Therefore, it is crucial to understand what drives consumers to loyalty and to timely meet their desires and needs in order to establish a connection between the product and the consumer, thereby gaining a competitive advantage for the organization. The problem also lies in finding suitable strategies that will help organizations build emotional bonds and connections with consumers, enabling long-term loyalty and trust between the brand and the target audience. Thus, research on this issue is of paramount importance as it helps organizations more precisely define business strategies and target audiences and to timely understand consumer desires, needs, and preferences. Furthermore, research based on a detailed analysis of consumer loyalty behavior theory, including elements such as product quality, branding, organization reputation, advertising, loyalty programs, and other relevant factors, has a significant impact on consumer satisfaction and will serve as a foundation for the development of strategies for building and maintaining consumer loyalty.