Reputation as a Key Resource for Market Success in the Banking Sector

14 Pages Posted: 11 Dec 2019

See all articles by Berislava Starešinić

Berislava Starešinić

Privredna banka d.d.,

Mislav Ante Omazić

University of Zagreb - Faculty of Economics & Business

Ana Aleksić

Faculty of Economics and Business, University of Zagreb

Date Written: September 12, 2019

Abstract

Acknowledging the importance and role of corporate reputation as a unique intangible and specific organizational resource, in this paper, we analyze its role and importance for the market success of contemporary banks. Furthermore, the paper provides an overview of the existing research regarding bank reputation in the Republic of Croatia. As corporate social responsibility aspect of a business is one of the most widely studied aspects of corporate reputation, we investigate the corporate social responsibility practice of two major banks in Croatia. By using publicly available data, we analyse the internal and external dimensions of their CSR and their relation to a bank’s reputation.

Keywords: reputation, bank, banking sector

JEL Classification: L14, G21

Suggested Citation

Starešinić, Berislava and Omazić, Mislav Ante and Aleksić, Ana, Reputation as a Key Resource for Market Success in the Banking Sector (September 12, 2019). 2019 ENTRENOVA Conference Proceedings. Available at SSRN: https://ssrn.com/abstract=3490616 or http://dx.doi.org/10.2139/ssrn.3490616

Berislava Starešinić (Contact Author)

Privredna banka d.d., ( email )

Zagreb
Croatia

Mislav Ante Omazić

University of Zagreb - Faculty of Economics & Business ( email )

Trg J. F. Kennedyja 6
Zagreb, City of Zagreb 10000
Croatia

Ana Aleksić

Faculty of Economics and Business, University of Zagreb ( email )

Trg J. F. Kennedy 6
Zagreb, 10 000
Croatia

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