SOCIO-DEMOGRAPHIC VARIABLES FORMING A PERCEPTION OF CORPORATE IMAGE BRAND IN THE CROATIAN BANKING INDUSTRY

Author:

Pirić Valentina1,Martinović Maja1,Koričan Lajtman Mirna1

Affiliation:

1. Zagreb School of Economics and Management, Jordanovac 110, 10000 Zagreb, Croatia

Abstract

The banking industry is currently at the forefront of the development of technolo¬gy-based service delivery, and the survival of banks depends on their ability to deal with the environmental challenges. Due to these challenges, many banks are faced with an identity crisis and increased customer migration rates that negatively affect the levels of business profitability. Croatian market ads additionally challenge almost 30 banks currently operating with customers that are extremely price sensitive. Research shows that in the banking sector, a favorable image is considered a critical aspect of a company’s ability to maintain its market position, as the image has been related to core attributes of organizational success. This paper studies the dimensions of corporate image, focusing on the corporate image concept in the Croatian banking industry as perceived by consumers and its possible impact on their choice of banks. The purpose of this study is to give an insight and provide a deeper understanding of how the banks, by developing a strong and consistent corporate image using corporate communication activities, ensure a long-term source of sustainable competitive advantage and influence on customers’ end choice. A study was carried out in Croatia during 2019 using 250 respondents-consumers who used different types of banking services in different banks. Series of ANOVA analysis shows how the perception of the corporate image of the bank and its influence on the customer’s choice of the bank, bank loyalty and the quality of the bank services varies depending on some demographic and social variables. Results pose implications for bank communications and service positioning within customer segments. This research raises ideas for future studies as well.

Publisher

Association of Economists and Managers of the Balkans - Udekom Balkan

Reference60 articles.

1. Aaker, D.A. (2003). Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Lev¬erage, and Clarity. The Free Press, New York, NY.

2. Argenti P.I.A., Druckenmiller, B. (2004). Reputation and the corporate brand. Corp. Reputation Review. 6(4), pp. 368-374

3. Argenti, P.A., Forman, J. (2002). The Power of Corporate Communication, McGraw-Hill, New York

4. Barich H., Kotler, P. (1991). A Framework for image management, Sloan Management Review, Winter, pp. 94-104

5. Bernstein, D. (1986). Company Image and Reality: A Critique of Corporate Communications, Holt, Rinehart & Winston, Eastbourne.

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3