Brand value sources in banking industry: Evidence for marketing communication across generational cohorts

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F21%3A%230000166" target="_blank" >RIV/02819180:_____/21:#0000166 - isvavai.cz</a>

Výsledek na webu

<a href="http://31.186.81.235:8080/api/files/view/1667992.pdf" target="_blank" >http://31.186.81.235:8080/api/files/view/1667992.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.17512/pjms.2021.23.1.10" target="_blank" >10.17512/pjms.2021.23.1.10</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Brand value sources in banking industry: Evidence for marketing communication across generational cohorts

Popis výsledku v původním jazyce

Bank sector is traditionally one of the most conservatives. It follows from the character of provided services and the need of accent on stability in both perspectives – external as well as internal. However, current situation has created platform for the incorporation of significant changes into the classic managerial patterns which have been applied so far. The concept of the generational stratification has been already highlighted slightly. On the other hand, current pandemic situation has affected previously formulated theory and the good practice experience. Thus, the main aim of the article is to identify differences in perception of brand value sources by consumers of bank services between generational cohorts and to discuss prospective managerial implications for brand building in hypercompetitive banking industry. The important source for secondary data was scientific researches, statistical databases, published professional publications. In order to found out the difference in perception of brand value sources by consumers of bank services in the Slovak Republic, a questionnaire survey was conducted, which was carried out on a statistical sample of 2000 respondents older than 15 years and was implemented by the CAWI method. The data from questionnaire survey have been in accordance with contemporary trends in managerial analytics analyzed via factor analysis. Based on the results of the analysis, it is obvious that the examination of brand value sources of bank service consumers within the individual generations has shown a difference in the perception of the importance of the detected sources. This fact can have a significant application in practice, especially for brand building in hypercompetitive banking industry focused on target segments based on their perception of brand value sources.

Název v anglickém jazyce

Brand value sources in banking industry: Evidence for marketing communication across generational cohorts

Popis výsledku anglicky

Bank sector is traditionally one of the most conservatives. It follows from the character of provided services and the need of accent on stability in both perspectives – external as well as internal. However, current situation has created platform for the incorporation of significant changes into the classic managerial patterns which have been applied so far. The concept of the generational stratification has been already highlighted slightly. On the other hand, current pandemic situation has affected previously formulated theory and the good practice experience. Thus, the main aim of the article is to identify differences in perception of brand value sources by consumers of bank services between generational cohorts and to discuss prospective managerial implications for brand building in hypercompetitive banking industry. The important source for secondary data was scientific researches, statistical databases, published professional publications. In order to found out the difference in perception of brand value sources by consumers of bank services in the Slovak Republic, a questionnaire survey was conducted, which was carried out on a statistical sample of 2000 respondents older than 15 years and was implemented by the CAWI method. The data from questionnaire survey have been in accordance with contemporary trends in managerial analytics analyzed via factor analysis. Based on the results of the analysis, it is obvious that the examination of brand value sources of bank service consumers within the individual generations has shown a difference in the perception of the importance of the detected sources. This fact can have a significant application in practice, especially for brand building in hypercompetitive banking industry focused on target segments based on their perception of brand value sources.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

POLISH JOURNAL OF MANAGEMENT STUDIES

ISSN

2081-7452

e-ISSN

—

Svazek periodika

23

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

21

Strana od-do

151-171

Kód UT WoS článku

000669565100010

EID výsledku v databázi Scopus

2-s2.0-85108716666