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The 5-D Model Analysis Of Brd & Bt Financial Institutions In Terms Of The Characters That Appear In Advertisements

Author

Listed:
  • Paula Cristina BRUJ

    (Babes-Bolyai University Cluj-Napoca)

  • Daniel CAZAN

    (Babes-Bolyai University of Cluj-Napoca)

Abstract

In times of difficult and unstable economic environment, market players try to differentiate themselves in order to survive and attract a large number of new customers. Financial institutions, as well as the full service segment, face a major obstacle, as in the negative power of intangibility ,that is reflected in the specific economic process. The “battle” for a place in front is increasingly fierce, and financial companies have begun to focus towards the removal of this drawback, and finding new communication techniques and actions, by assigning the company with some new values that will lead to greater confidence shown within consumers. In this article, we will try to underline two different tests of image association, as in the campaigns conducted by BRD - Groupe Societe Generale and Banca Transilvania, combining an endorsement campaign with a fairytale character, all of this processed through the filter of Romania’s set of cultural characteristics.

Suggested Citation

  • Paula Cristina BRUJ & Daniel CAZAN, 2011. "The 5-D Model Analysis Of Brd & Bt Financial Institutions In Terms Of The Characters That Appear In Advertisements," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 159-164, May.
    • Handle: RePEc:aio:manmar:v:ix:y:2011:i:1:p:159-164
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    More about this item

    Keywords

    cultural values; Hofstede; financial institutes; endorsement; image association;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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