In today’s market conditions, innovations are essential for maintaining competitive advantage and ensuring longterm business sustainability. It enables brands to differentiate themselves and respond to complex consumer needs. However, its impact on consumer behavior, particularly on satisfaction and loyalty, remains insufficiently explored. This study aims to determine whether product, process, and marketing innovations influence consumer satisfaction and loyalty toward the brand, introducing the innovations. The sample consists of 148 respondents. The study applied descriptive statistical analysis, reliability analysis, correlation analysis, simple regression analysis, multiple regression analysis, and moderation regression analysis. The findings indicate that perceptions of product and marketing innovations are determinants of consumer satisfaction and loyalty. Furthermore, a mediating effect emerges in the relationship between perceived product and marketing innovations on one hand and brand satisfaction on the other. Companies should focus on improving functionality, design, and user experience, transparently introducing consumers to process innovations, and continuing with creative digital campaigns. Considering previous research, particularly in domestic literature, has focused on observing innovations as a whole, the contribution of this study lies in examining individual types of innovations and their impact on the aforementioned variables. Additionally, originality is reflected in testing interaction effects using moderation regression analysis.
Zlatanović et al. (2026) studied this question.