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This paper presents a topographic analysis of the fields of consumer loyalty and loyalty programs, vastly studied in the last decades and still relevant in the marketing literature. After the identification of 250 scientific papers that were published in the last ten years in indexed journals, a subset of 76 were chosen and their 3223 references were extracted. The journals in which these papers were published, their key words, abstracts, authors, institutions of origin and citation patterns were identified and analyzed using bibliometrics, spatial statistics techniques and network analyses. The results allow the identification of the central components of the field, as well as its main authors, journals, institutions and countries that intermediate the diffusion of knowledge, which contributes to the understanding of the constitution of the field by researchers and students

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Lealdade do Consumidor e Programas de Fidelidade: uma análise topográfica do campo de conhecimento à luz da bibliometria, estatística espacial e redes sociais