MARKETING COMMUNICATION OF BRAND IN THE FINANCIAL SERVICES BUYING PROCESS
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
Ordinary consumer today can´t avoid the offerings of various companies, otherwise it is not even in the financial institutions. Continual growth of financial institutions and their influence on consumer behaviour is significant. These companies are constantly trying to establish the desired awareness and image in the minds of consumers. It means that when the companies want to attract consumers, they should be focusing on building a strong brand, because brands are the interface between consumers and the company. That is why their marketing communications involves mixing and matching different communication options. So, the aim of this paper is to investigate impact of the communications tools and brands of financial institutions on consumer perceptions and behaviour. For achieving this purpose the primary research method was chosen. The analysis was based on the number of 412 respondents. The consumers were questioned about their behaviour within the topic of financial products consumption, the link among the choice of financial institution and brand meaning, consumers´ loyalty, the marketing communication tools importance with emphasis on merchandising and sensory marketing. If we take into account the basic criteria when selecting a financial institution and its products, respondents have mentioned a pricing policy, influence of reference groups, physical availability of sales points and image - brand of the financial institution.
Authors and Affiliations
Veronika Braciníková, Kateřina Matušínská
Keywords
Related Articles
- EP ID EP174344
- DOI -
- Views 86
- Downloads 0
FACEBOOK IN USE OF POLITICAL PARTIES IN SLOVAKIA – TOOL FOR COMMUNICATION OF PROMOTION: FAR RIGHT VS. OTHERS
Digital media have an important role not only in media strategies of companies, but they are now an irreplaceable tool for all political parties. The right-wing parties in Slovakia compared to the system parties offers a...
MORALISATION OF MARKETS AND MORALISATION OF HEDONISM
Production and consumption represent social phenomena in the process of market moralization, linking rationalized and instrumental economic processes with cultural, symbolic, political or psychological aspects of life. M...
BRANDING OF NON-PROFIT ORGANIZATIONS EXEMPLIFIED BY LIBRARIES
This paper presents the importance of branding in the non-profit sector represented by libraries. Its recommendations for libraries are presented in the form of a comparison with the branding of libraries in other countr...
THE CONVERGENCE OF TRADITIONAL AND INTERNET MEDIA - CHALLENGES AND PITFALLS
The study focuses on the issue of the convergence of traditional and internet journalism. The author presents various challenges but also the pitfalls of this process, which significantly affect the level of the contempo...
TEXT AS AN ARTIFACT – THEORETICAL-METHODOLOGICAL REFLECTION
The main aim of the study is to define the diversity of theoretical-methodological principles for analysis and consequent interpretation of the text, with emphasis on those approaches whose complexity allows us to cross...