Uloga sponzorstva u upravljanju markom u bankarskom sektoru

master's thesis

• Title (english): The role of sponsorship in brand management in banking sector
• Author: Marija Kokan
• Mentor: Sandra Horvat (mentor)
• Committee member: Goran Vlašić (predsjednik povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Kreiranje marke u bankarskom sektoru posebno je zahtjevno jer se odabir banke ne smatra odlukom kratka vijeka već dugoročnom odlukom, pri kojoj sigurnost i snaga institucije kojoj se povjerava novac ima vrlo važnu ulogu. Sponzorstvo se najbolje može opisati kao marketinški alat koji uzajamno stvara marku i financijsku vrijednost za obje uključene strane: sponzora i stranu koja je sponzorirana, ali i za korisnike bankarskih usluga. Vrlo je važno znati koje se ciljeve želi postići uz pomoć sponzorstva. Poduzeća trebaju paziti s kojim sponzorskim aktivnostima se povezuju, odnosno trebaju se povezati s onim oblicima sponzorstva koja će im pomoći zadržati imidž koju imaju, a u najboljem slučaju isti poboljšati. Pri tome je važno definirati i naglasiti važnost marke i njen utjecaj na ukupno poslovanje banke kao financijske institucije, definirati u kojoj mjeri banke koriste sponzorstva kao oblik marketinške komunikacije te utvrditi na koji način korištenje sponzorstva kao oblika marketinške komunikacije utječe na percepciju korisnika bankarskih usluga. Upravo zbog toga istraživanje na kojem se temelji ovaj rad provedeno je sa stručnjacima u bankarskom sektoru i korisnicima bankarskih usluga. Stručnjaci smatraju sponzorstva alatom marketinške komunikacije kojim se može uspješno upravljati strategijom marke ukoliko se mudro izabere događaj koji će sponzorirati, na način da nudi pozitivno iskustvo za korisnike. Korisnici bankarskih usluga pozitivno percipiraju banke koje sponzorstvima pomažu zajednici u kojoj djeluju. Dobiveni rezultati pokazuju kako se sponzorstvo može koristiti kao središnji pokretač strategije marke pri stvaranju dodatne vrijednosti za korisnike bankarskih usluga i uspješnog ostvarivanja ciljeva banke koja provodi sponzorstvo.

Abstract (english)

Creating a brand in the banking sector is particularly challenging because selection of a bank is not a short-term but a long-term decision, in which security and strength of an institution entrusted with money plays an important role. Sponsorship can be best described as a marketing tool that creates both a brand and financial value for parties involved: the sponsor and the sponsored, but also for users of banking services. It is very important to know the goals that want to be achieved with the help of sponsorship. Companies should be careful when it comes to sponsorship activities they are associated with. That is, they should be associated to such forms of sponsorship, which help keep the image they have, or improve it at best. It is important to define and emphasize the importance of the brand and its impact on the total business of the bank as a financial institution, to define the extent to which banks use sponsorship as a form of marketing communications and to determine how the use of sponsorship as a form of marketing communication influences the perception of banking services users. Because of this, a survey on which this research is based on was conducted with experts in the banking sector and the users of banking services. Experts consider sponsorship as a marketing communications tool strategy brand. That can be successfully implemented if wisely chosen to sponsor the event in a way that provides a positive experience for users. Users of banking services positively perceive banks which help the community in which they operate through sponsorships. The results show that sponsorship can be used as a central driver of brand strategy to create additional value for users of banking services and to accomplish/achieve the objectives of the bank that conducts sponsorship.

• Keywords: bankarski sektor; marka; sponzorstvo; percepcija korisnika; marketinška komunikacija
• Keywords (english): banking sector; brand; sponsorship; perception of users; marketing communication
• Language: croatian
• URN:NBN: urn:nbn:hr:148:672940
• 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: 2016-10-05 11:47:50