Corporate Image of Banks From the Generation Y Perspective
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F18%3A00011040" target="_blank" >RIV/47813059:19520/18:00011040 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.11118/actaun201866020441" target="_blank" >http://dx.doi.org/10.11118/actaun201866020441</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.11118/actaun201866020441" target="_blank" >10.11118/actaun201866020441</a>
Alternative languages
Result language
angličtina
Original language name
Corporate Image of Banks From the Generation Y Perspective
Original language description
The paper deals with corporate image of banks perceived by Czech Millennials (generation Y) with emphasis on financial services area. First, paper presents the theoretical framework of corporate image and identity, subsequently strategies of positioning are described in the first chapter. The major part of paper is devoted to primary marketing research. For purpose of collecting data, the method of questioning was chosen. The questionnaire was given to 236 respondents living in the Czech Republic. Because the survey was focused on Millennials, respondents had to be 23-40 years old. The survey was distributed in the spring 2017. The primary research dealt with the factors which are supposed to be important in building the image of the bank from the Generation Y perspective. The aim of the paper is to investigate the relations between educational attainment and perceptions of Czech Millennials (Generation Y) in chosen factors, which can create the image of the banks. Results mainly showe d that educational attainment is not the significant element for determining the perceptions of these factors.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
ISSN
1211-8516
e-ISSN
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Volume of the periodical
66
Issue of the periodical within the volume
2
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
11
Pages from-to
441-451
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85047603807