Аннотация
Integrated Marketing Communications (IMC) has evolved as a fundamental strategic approach that ensures brand consistency across multiple promotional channels. Over the past two decades, IMC has expanded from a tactical coordination of marketing tools to a comprehensive framework aligned with brand equity development. Among the key dimensions of brand equity, brand loyalty has received significant attention due to its impact on consumer commitment and long-term business success. However, the academic discourse on the relationship between IMC and brand loyalty remains fragmented, lacking a systematic understanding of how IMC fosters consumer loyalty. To address this gap, this study employs a bibliometric analysis of 20 years of research (2005–2024) from the Scopus database. The analysis identifies key trends, influential authors, thematic clusters, and research networks that shape the IMC-brand loyalty domain. The findings highlight the growing intersection of IMC and brand equity, particularly through digital integration, message consistency, consumer engagement, and strategic branding. This study contributes to the literature by offering a structured mapping of the IMC-brand loyalty landscape, providing insights for both scholars and practitioners to refine IMC strategies for enhanced brand equity outcomes.