Промени в банковия маркетниг в условията на пандемия

Автори:
Страници: 126-133

Резюме:

The goal of the research is to make an empirical study of the marketing expanse effectiveness and efficiency and what changes are happening during COVID-19 pandemic. We specify some of characteristics of the marketing in banking institutions as the differences with normal organization make the subject even more interesting. The brand management for a bank is of much greater importance, because in can affect both investments and investments resources, making the organization to be perceived as more stable and reliable. Our sample data consists of the balance positions and income statement of most banking institutions functioning in Bulgaria for the 2019 and 2020, quarterly. The study uses panel regression to find meaningful connections between marketing expenses and different variable describing bank condition, such as total deposits, total assets, cash and equivalents, profitability and interest income. As mentioned, the panel regression aims to solve one of the major problems of insufficient data. Unfortunately, most of the models describing 2020 and the changes caused by the pandemic have poor reliability. On the other hand, using the whole period reaches conclusions that marketing expenses are highly effective in keeping groth of both assets and stable resources, where most of the results are either expected or very reasonable.

Ключови думи:

bank marketing; linear regression; panel regression; pandemic; stability.

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