This paper examines the relationship between advertising and brand loyalty. Further, mediating dimensions are included in the research: brand trust and perceived quality. The data was collected via online survey. The data processing included a t-test analysis, regression analysis, and correlation analysis. Next, the findings have shown moderate influence of advertising on brand loyalty. Overall, satisfactory results are achieved. Certain limitations with online surveys didn't affect the results of the research. Furthermore, the findings in this paper contribute to future research, offering a solid basis for a more complex investigation of the marketing environment.

Transition economies often face various issues in their socioeconomic structures. Several studies analysed the differences and similarities between traditional capitalist economies and transition economies. In this research, advertising and customer satisfaction, two crucial market-driving factors, are measured in the emerging economy of Serbia. Additionally, perceived quality, brand credibility and brand relationship quality are included in the study as mediating factors. Four hundred thirty-two (432) customers and consumers participated in the survey. The findings indicate that advertising has a strong positive correlation with customer satisfaction. This provides support and invites future research in the domain of emerging economies when it comes to key market factors such as advertising and customers' post-purchase experiences.

Abstract:In the recent decades, there has been recorded a great expansion in the computing and communication ield and all the predictions are pointing to the further technological progress when using information technologies (IT) in the companies' business. The appearance of IT in business offers certain advantages, has an in luence on the business quality, cost control and also on achieving and maintaining competitive advantage of companies in conditions of the global crisis. The research was carried out on the teritory of Republika Srpska, on the sample of 136 small and medium enterprises. The key goal of this research work was to analyze the existing effects of IT at the level of competitive advantage of companies on the market in the global crisis conditions. The research results con irmed a big importance of IT in the company business for the purpose of achieving and maintaining competitive advantage on the market in conditions of the global crisis.

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Information technologies within logistic systems and their impact on economic, social and personal development have become an important subject of scienti ic research over the past decades. Theoretical and empirical research has shown the need to achieve and exploit positive outcomes (organization expansion, ef iciency, effectiveness, competitive position) adoption and implementation of information technologies in logistics centers. At the time of great technological innovations, the human resources management plays an important role in achieving the competitive advantage of logistics centers on the market. With the development of new technologies, there are also changes in the way human resources management is handled within companies. The theme of this paper is the research of the connection between the importance of information technologies in managing human potentials and the performance of logistics centers. Information technologies have a growing presence in the management of human resources within logistics centers, and therefore their application achieves a great competitive advantage on the market. The aim of this paper is to use the analysis and descriptive methods to ind a solution to the importance of information technologies in human resources management within a logistics center with the greatest focus on ERP systems.