Osobnost bankarske marke

master's thesis

• Title (english): Banking brand personality
• Author: Lucija Mihotić
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Budući da je davanje ljudskih osobina markama ne samo dokazano, već i sve više prisutno,
koncept osobnosti marke postaje važna komponenta marketinga i upravljanja markom.
Osobnost marke definira se kao set relevantnih osobina ličnosti koje se mogu pripisati marki.
Danas se smatra najvažnijom komponentom identiteta marke kojom poduzeće upravlja kako
bi postiglo željeni imidž u umovima potrošača. Pozitivan imidž stvara vrijednost za poduzeće
pa se upravo zato osobnost marke smatra izvorom te vrijednosti. S obzirom na izrazito
konkurentnu situaciju na tržištu, koja je posebice istaknuta u uslužnom financijskom sektoru,
poduzeća sve više pozornosti pridaju izgradnji osobnosti korporativne marke, budući da sve
više raste svijest o tome kako korporativna marka reflektira vrijednosti poduzeća.
Ovaj rad ispituje kako potrošači različitih dobnih skupina na području Republike Hrvatske
percipiraju osobnost bankarske marke koju koriste, odnosno koje joj ljudske osobine ličnosti
pridaju te koje dimenzije osobnosti čine te osobine. Istraživanje provedeno u svrhu ovog
diplomskog rada se odnosi na tri vodeće banke u Hrvatskoj: Privrednu Banku Zagreb,
Zagrebačku banku i Erste banku. J.L.Aaker je 1997.godine razvila najznačajniju skalu za
mjerenje dimenzija osobnosti marke, koja je korištena u ovom radu. Pritom su rezultati
istraživanja svake pojedinačne banke grupirani u 5 dimenzija (iskrenost, uzbudljivost,
stručnost, profinjenost i grubost), u koje je Aaker grupirala 42 atributa kojima su opisane
osobine ličnosti marke.

Abstract (english)

Since giving human personality traits to brands is no longer just proven, but also more and
more in use, concept of brand personality becomes important part of marketing and brand
management. Brand personality can be defined as a set of human characteristics that are
attributed to a brand name. Today it is considered to be one of the most important managed
dimensions of brand identity which influences the preferred image in customer's minds.
Positive image i sthe one creating value for the company, thereby, brand personality is
considered to be the source of brand value. As the situation at the market is very competitive,
especially in the financial services, organisations are giving more and more attention to the
building of personality of corporate brand, as they are becoming aware that corporate brand is
reflecting values of the organisation.
This paper examines how consumers of different age groups in the Republic of Croatia
perceive personality banking brand which they use, which human traits and dimensions of
personality traits do they attach to their bank. A survey conducted for the purpose of this
diploma work is related to the three leading banks in Croatia: Privredna banka Zagreb,
Zagrebačka banka and Erste banka. J.L.Aaker developed in 1997 the most important scale for
measuring brand personality dimensions, which is used in this paper. The results of the
research of individual banks are grouped into five dimensions (sincerity, excitement,
competence, sophistication and harshness), in which the Aaker grouped 42 attributes which
describe the brand personality traits.

• Keywords: osobnost marke; dimenzije osobnosti marke; korporativna marka; bankarska marka; bankarski sektor
• Keywords (english): brand personality; dimensions of brand personality; corporate brand; banking brand; banking sector
• Language: croatian
• URN:NBN: urn:nbn:hr:148:639666
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-09-30 08:48:51