2023
DOI: 10.3311/ppso.19926
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Examination of the Brand Archetypes of the Hungarian Retail Banking Sector and Their Correlations with Consumer Preferences Regarding Banking Products

Abstract: The primary goal of this research is to explore the preferences of domestic consumers in relation to the brand archetypes of banks. The chosen topic fits into broader research that examines the elements of brand building in the Hungarian retail banking sector and their impact on consumer preference and behaviour. Besides defining and manufacturing products brand building includes the development of a brand personality. The basic conceptual framework examined in the present research was determined based on the … Show more

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Cited by 2 publications
(4 citation statements)
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“…This may lead to the conclusion that there is not a particular archetype to be used by companies, nevertheless, they shall bring positive connotations and refer to positive emotions. Analyzing orientations of brand archetypes suggested by Jung (1993), Mark and Person (2001) and followed by Gombos and Bíró-Szigeti (2022) the Innocent represents independence and fulfilment, purity, simplicity, goodness, and happiness, while the Caregiver bases on stability and control, representing the archetype of helping people: find happiness, have love, belonging and enjoyment.…”
Section: Conclusion and Discussionmentioning
confidence: 99%
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“…This may lead to the conclusion that there is not a particular archetype to be used by companies, nevertheless, they shall bring positive connotations and refer to positive emotions. Analyzing orientations of brand archetypes suggested by Jung (1993), Mark and Person (2001) and followed by Gombos and Bíró-Szigeti (2022) the Innocent represents independence and fulfilment, purity, simplicity, goodness, and happiness, while the Caregiver bases on stability and control, representing the archetype of helping people: find happiness, have love, belonging and enjoyment.…”
Section: Conclusion and Discussionmentioning
confidence: 99%
“…From a purely marketing perspective, it can be stated that the brand archetype is one of the many tools that prove helpful in understanding and as adapting the brand and its personality to meet market expectations and requirements. The fundamental archetypes that are considered useful for brand creation include: the Outlaw (Rebel), the Jester, the Explorer, the Caregiver (Guardian), the Lover, the Regular Guy (Everyman), the Ruler, the Innocent, the Sage, the Hero, the Creator, and the Magician (Gombos and Bíró-Szigeti, 2022;Purkiss and Royston-Lee, 2010;Mark and Pearson, 2001). The aforementioned archetypes are presented in Table 1.…”
Section: Theoretical Backgroundmentioning
confidence: 99%
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