Specifics in Brand Value Sources of Customers in the Banking Industry from the Psychographic Point of View

Financial institutions have not paid much attention to customers in the past. In the Slovak republic, this approach has changed only since the late 1990s. Banks have recognized that understanding the customer and its behaviour is key to their success. This contribution aims to answer the research question of whether there are different segments of customers (generations) that would differ in the level of perception of the bank's brand...