|dc.description||“The image of the German Federal Bank after joining European Central Banks System
and the European Economics and Currency Union among young people in the German
In the present research paper presented as a bachelor work the author has studied the
image of German Federal Bank after joining Eropean Central Banks System and European
Economics and Currency Union in 1999 among young people in the German Federal
Republic.The cognitive, afective and intentional dimensions of banks have been dealt with.
The aim of the present research was to analyse the above given image. The analysis
shows how well is the Federal Bank known among young people aged 16-26 living in
Germany, how the particular group of people is perceiving relations between the German
Federal Bank and the European Central Bank, which are the images of these institutions,
how young people see the Federal Bank in its new function and what has caused such
The empirical part of the present paper is based upon semi-structured interviews, had
with six young people aged between 16 and 26 years in South-Brandenburg, and upon a
formalized questionnaire that was carried through in Hessen, Rheinland-Pfalz, Baden-
Würtemberg, Bayer, Sachsen, Nordrhein-Westfalen, Niedersachsen, Bremen, Berlin and
Thüringen. 162 young people of the same age were questioned altogether.
It occurred from the inquiries that the German Federal Bank was very popular among
young people. At the same time one has to admit that their knowledge of the particular bank
was quite superficial and the questionned people were usually familiar only with the name of
the institution, lacking a deeper understanding of its tasks, aims and structure. As a
consequence of their little information and general knowledge it was difficult for young
people to place the Federal Bank in certain context and, as a result, many of them mixed up German Federal Bank and German Bank. It was also difficult for the young people
questionned to understand the relationship between the Federal Bank and European Central
Bank and the fiscal-political function of the bank of banks.
Most of the people questionned did not know whether the tasks of the German Federal
Bank had changed after its joining the European Central Banks System and European
Economics and Currency Union. They were also of the opinion that the fiscal-political role
of the Federal Bank had remained the same after replacement of DM by euro. Nearly half of
the people questionned were of the opinin that The German Federal Bank was the subsidiary
office of the European Central Bank. Minority of them pointed out that the role of Federal
Bank had decreased and the influence by this institution on their region had weakened. At
the same time, most people were not able to give any explanation, how had the fiscal-
political role changed exactly and which tasks of the Federal Bank had passed over to the
European Central Bank.
Regardless to the fact that German youth is having difficulties perceiving the new
fiscal-political function of the German Federal Bank and they had comparatively little
knowledge of these institutions, ihe image of the Federal Bank among the German youth was
rathr positive than negative.
The people who were questioned, stated that the Federal Bank was a higher, greater,
more influential and more known institution than commercial banks. Its German origin was
stressed, and also the fact that it deals with tasks that are important for the German state. The
Central Bank was regarded to be a known, seriously-taken, ratioally-acting, important,
recognised, competent, independent, crisis-proof, successful, reliable, goal-focused
organisation, that is having a central position in German financial world. At the same time
some persons questionned found the institution to be dull and political.
If we compare the images of the European Central Bank and the German Fedreal Bank,
we can state that the image of the bank mentioned first is more positive among the youth.
They regard the European Central Bank more known, more successful, more reliable, more
progressive, more independent, more dynamic, more transparent, more goal-focused and
more seriously-taken institution than the German Federal banks apperas to be. At the same
time, the answerers find that the bank of banks is more rational and less political than the European Central Bank. The greatest difference occurs on the scale acting internationally/
acting nationally. Although the range of both institutions are regarded to cross the boearders
of the state, The European Central Bank is more connected with international work.
The young people questionned thought that the image of German Federal Bank was
most influenced by media, image of euro-money, stability of prices, development of
economy and financies. Public Relations and image of the president and leaders of the
Federal Bank are also of esential importance. The brochures, published by the bank,
homepage on internet and other sources of outer communication influence the image of the
bank the least.
In conclusion we can state that the cognitive, afective-atmasphaerical and intentional
dimensions of the German federal Bank are all positive and we can consequently claim the
image of this bank among the German youth to be posititive. Maybe the things we could
reproach to the German Federal bank are unsufficient public relations and information policy
and too little usage of symbolical communication.||