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izvor podataka: crosbi

Linking Banking Sector Advertising to Personal Indebtedness: The Case of Croatia (CROSBI ID 661807)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Škalamera-Alilović, Dunja ; Dimitrić, Mira ; Kupinić Guščić, Darja Linking Banking Sector Advertising to Personal Indebtedness: The Case of Croatia // Economic and social development / Przygoda, Miroslaw ; Lovrencic Butkovic, Lana ; Szymanska, Elzbieta (ur.). 2018. str. 94-105

Podaci o odgovornosti

Škalamera-Alilović, Dunja ; Dimitrić, Mira ; Kupinić Guščić, Darja

engleski

Linking Banking Sector Advertising to Personal Indebtedness: The Case of Croatia

The global problem of growing household indebtedness is gaining momentum. It has become one of the prominent societal problems and therefore on the agenda of many governments as a key problem to cope with. So far it can be observed that great attention of both academic and government communities has been directed towards only one agent in the debt generation process – the borrower/household and its responsibility in mitigating the present level of indebtedness as well as accountable management of future new debt. The neglected problem area is the role of the second agent in the debt contract relationship, and that is the lendermainly the banking sector. The problematization of the responsibility of banks in unsustainable levels of household indebtedness is founded on multiple phenomena as sources of inequality in debt contracting. The first phenomenon that makes banks the superior side of the relationship is massive information asymmetry. Banks are far more knowledgeable on all matters of financial nature than their counterparts (borrowers). The second phenomenon is banks’ enormous advantage in resourcefulness, both material (technological) and intangible (intellectual capital) resources. Therefore, it is only fair to focus the research on shedding light on banking sector operations as drivers of excessive household indebtedness. To gain market share and stimulate demand for their financial services, mainly expansion of credit, banks heavily rely on non-price competition tools such as advertising, sales promotion, personal selling, and publicity. Hence, the goal of this research is development of causal links among banking sector advertising activities, their outcomes in credit market developments and personal indebtedness. The empirical analysis of the 15-year time series is performed by using quarterly data on Croatian banking sector advertising expenditures and household sector credits. The results of the Granger-causality analysis indicate that there is a one-way predictive causality in which the advertising expenditures of the banking sector can be used to predict household sector credits as a principal indicator of personal indebtedness.

Banking Sector Advertising ; Personal Indebtedness ; Responsible Lending ; Household Credit

This work has been supported by the Croatian Science Foundation under the project 6558 Business and Personal Insolvency: The Ways to Overcome Excessive Indebtedness and by the University of Rijeka under the project: Approaches and Methods of Cost and Management Accounting in Croatian Public Sector (No.13.02.1.2.09).

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Podaci o prilogu

94-105.

2018.

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objavljeno

Podaci o matičnoj publikaciji

Economic and Social Development

Przygoda, Miroslaw ; Lovrencic Butkovic, Lana ; Szymanska, Elzbieta

Rabat: Varazdin Development and Entrepreneurship Agency, Varazdin, Croatia ; Faculty of Law, Economics and Social Sciences Sale, Morocco ; Faculty of Mangement University of Warsaw, Poland ; University North, Koprivnica, Croatia

1849-7535

Podaci o skupu

29th International Scientific Conference on Economic and Social Development

ostalo

10.05.2018-11.05.2018

Rabat, Maroko

Povezanost rada

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