Milena Cvjetković – College of Academic Studies ”Dositej”, Bulevar vojvode Putnika 7, 11000 Belgrade, Serbia
Milovan Cvjetković – Technical school, Bulevar vojvode Putnika 7, 11000 Belgrade, Serbia
Saša Stepanov – MEF – Faculty of Applied Management, Economics and Finance, Jevrejska 24/1, 11000 Belgrade, Serbia
7th International Scientific-Business Conference – LIMEN 2021 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Online/virtual, December 16, 2021, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-53-0, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2021
Keywords:
Marketing communication;
Brand;
Business performance;
Consumer loyalty
Abstract
Organizations through various forms of marketing communications strive to increase brand awareness and create a brand image in the market. Through these communications, relationships between consumers and companies are developed, to build customer loyalty. Correlation relations showed that there is a great dependence between the variables of marketing communication and the variables of brand building and business performance. The regression model found that marketing communications have the greatest impact on brand recognition in the market, highlighting the impact of public relations and direct marketing. It has been confirmed that economic propaganda, sales promotion and internet marketing are the best predictors of market participation as business performance of an organization. The results of the research indicated that the impact of marketing communications on brand building is greater if the organization is ready to conduct adequate marketing research and to the greatest extent satisfies the needs and requirements of consumers.

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