Corporate image of banks from the generation y perspective

Abstract

The paper deals with corporate image of banks perceived by Czech Millennials (generation Y) with emphasis on financial services area. First, paper presents the theoretical framework of corporate image and identity, subsequently strategies of positioning are described in the first chapter. The major part of paper is devoted to primary marketing research. For purpose of collecting data, the method of questioning was chosen. The questionnaire was given to 236 respondents living in the Czech Republic. Because the survey was focused on Millennials, respondents had to be 23-40 years old. The survey was distributed in the spring 2017. The primary research dealt with the factors which are supposed to be important in building the image of the bank from the Generation Y perspective. The aim of the paper is to investigate the relations between educational attainment and perceptions of Czech Millennials (Generation Y) in chosen factors, which can create the image of the banks. Results mainly showed that educational attainment is not the significant element for determining the perceptions of these factors.