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:

Marketing communication;
Business performance;
Consumer loyalty



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.

Download file

LIMEN Conference

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License ( which permits non-commercial use, reproduction and distribution of the work without further permission. 


Ahmed, Z., Rizwan, M., Ahmad, M., Haq, M. (2014). Effect of brand trust and customer satis­faction on brand loyalty in Bahawalpur. Journal of Sociological Research, 5(1), 306-326. 10.5296/jsr.v5i1.6568

Amiri, N. S., Dastourian, B., Foroudi, P., Nankali, A. (2017). Information technology directors’ efforts on innovation, integrated marketing communications and brand equity. The Bottom Line. 30 (4). pp. 297-309. doi:10.1108/BL-08-2017-0022)

Baidya, M., & Maity, B. (2010). Effectiveness of integrated marketing communications: em­pirical analysis of two brands in India. Journal of Indian Business Research 2 (1), 23-31. DOI: 10.1108/17554191011032929

Bakator, M., Đorđević, D., Ćoćkalo, D., Bogetić, S. (2020). The Impact of Consumer-Company Relationships on Brand Loyalty. Management. Journal of Sustainable Business and Man­agement Solutions in Emerging Economies, 25 (2), 53-64. DOI: management.fon.2019.0016

Bakator, M., Petrović, N. (2016). Correlation between marketing strategy, product quality and promotion on the mobile devices market in Serbia. Journal of Engineering Management and Competitiveness (JEMC), 6(2), 67-74. V6N22016-01.pdf

Buil, I., Martínez, E., De Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of consumer marketing. 30(1), 62-74. 10.1108/07363761311290849

Brunello, A. (2013). The relationship between integrated marketing communication and brand equity. International Journal of Communication Research, 3(1), 9-14.­cole/110_Pagini%2009-14%20Brunello%20IJCR%201-2013.pdf

Cvjetković, M., Jovanović, Z., Stepanov, S., Cvjetković, M. (2020). Digital marketing communi­cations in the function of creating competitive advantages in the market. Marketing, 51(1), 43-50. DOI: 10.5937/markt2001043C

Damarjati, I. H., Kusumawati, A., Mawardi, M. K. (2016). The influence of integrated mar­keting communication (IMC) on brand equity and purchase decision (survey on indos­at-M3 customers among members of unit Aktivitas band Universitas Brawijaya class of 2014). Journal Administrasi Bisnis, 34(1), 29-37.­tions/86853-EN-the-influence-of-integrated-marketing-co.pdf

Delgado-Ballester, E., Navarro, A., & Sicilia, M. (2012). Revitalising brands through commu­nication messages: the role of brand familiarity. European Journal of Marketing 46 (1), 31-51. DOI:10.1108/03090561211189220

Elliott, R., Boshoff, C. (2008). The influence of business orientations in small tourism business­es on the success of integrated marketing communication. Management Dynamics 17 (4), 32-46.

Gligorijević, M. (2011). Specifičnosti izgradnje brenda na poslovnom tržištu. Marketing, 42(3), 141-149.

Hänninen, N., Karjaluoto, H. (2017). The effect of marketing communication on business re­lationship loyalty. Marketing Intelligence and Planning, 35 (4), 458-472. DOI: 10.1108/ MIP-01-2016-0006

He, H., Li, Y. Harris, L. (2012). Social identity perspective on brand loyalty, Journal of Business Research. 65(5), 648-657.

Keller, K.L. (2009). Building strong brands in a modern marketing communications en­vironment. Journal of Marketing Communications 15 (2/3), 139-155. https://doi. org/10.1080/13527260902757530

Kerr, G., Drennan, J. (2010). Same but different – perceptions of integrated marketing commu­nications among marketing communication partners in Australia. Journal of Promotion Management 16 (1), 6-24. DOI: 10.1080/10496490903571233

Kitchen, P.J., Schultz, D.E. (2009). IMC: New horizon/false dawn for a marketplace in turmoil? Journal of Marketing Communications 15 (2/3), 197-204. https://doi. org/10.1080/13527260903003793

Luxton, S., Reid, M., Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44 (1), 37-46. 7.2014.934938

Prasad, K., & Dev, C.S. (2000). Managing hotel brand equity: a customer-centric framework for assessing performance. Cornell Hotel and Restaurant Administration Quarterly 41 (3), 22-31.

Ramanathan, U., Subramanian, N., Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Op­erations & Production Management, 1-25.

Slotegraaf, R. J., Pauwels, K. (2008). The impact of brand equity and innovation on the long-term effectiveness of promotions. Journal of Marketing Research, 45(3), 293-306. https://

Šerić, M., Gil-Saura, I. (2012a). ICT, IMC, and brand equity in high-quality hotels of Dalmatia: an analysis from guest perceptions. Journal of Hospitality Marketing & Management 21 (8), 821-851.

Ungerman, O., Dedkova, J. Gurinova, K. (2018). The impact of marketing innovation on the competitiveness of enterprises in the context of industry 4.0. Journal of Competitive­ness, 10 (2), 132-148. DOI: 10.7441/joc.2018.02.09

Vranješ, M., Jovičić, D., Drinić, D. (2016). Evaluation of brand from the perspective of consum­ers. Marketing, 47(2), 129-136. DOI: 10.5937/markt1602129V

Weru, M. Mbugua, D. (2017). Effect of information and communication technologies on com­petitiveness of manufacturing small and medium scale enterprises. International journal of social sciences and Information Technology, 3 (3),



Association of Economists and Managers of the Balkans – UdEkoM Balkan
179 Ustanicka St, 11000 Belgrade, Republic of Serbia

LIMEN conference publications are licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.