Naslov
Bank's brand personality

Autori
Sinčić Ćorić, Dubravka ; Mihotić, Lucija

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of 27th CROMAR Congress: Let the Masks Fall - New Consumer in Business and Research / Leko Šimić, M. - Osijek : Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2021, 247-270 / - , 2021, 247-270

Skup
27th CROMAR Congress Let the masks fall: New consumer in business and research (CROMAR 2021)

Mjesto i datum
Osijek, Hrvatska, 22.09.2021. - 24.09.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
bank, brand personality, personality dimensions, personality attributes, Aaker’s brand personality scale

Sažetak
Purpose: The most widespread instrument for measuring brand personality is Aaker's brand personality scale, which outlines 42 attributes describing brand personality in five key dimensions: sincerity, excitement, competence, sophistication and ruggedness (Aaker, 1997). The purpose of this paper is to apply Aaker's scale to a bank setting, and determine the differences between perceived bank’s brand personality. Methodology: Data for this study were collected among clients of six leading banks in two countries – three from Croatia and three from Austria. In total, 631 respondents participated in the research. Respondents were offered a set of 42 brand attributes and asked to rate their bank, on a 1 to 5 Likert scale. In order to define which attributes and dimensions banks’ clients attach to their banks, six separate factor analyses were conducted, and compared. Results: The results showed variations among brand personality dimensions and their structure. Both the initial 42 attributes, and 5 dimensions were reduced, ending up with 4 dimensions for each bank. Conclusion: The diversity among dimensions and their structure point out that consumers perceive banks differently, attaching different attributes, and personality dimensions to them. This raises the question whether global brands have different brand management approach in different countries.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA