RESEARCH ON THE IMPACT OF THE CORPORATE IMAGE ON THE COMPETITIVENESS OF INTERIOR DESIGN ENTERPRISES

Vyara Kyurova, Dilyana Yaneva

Abstract


: In striving to secure a competitive advantage in the market, companies endeavor to create a high level of trust and attachment of customers to the company. Building a positive image is a prerequisite for businesses to enhance their competitiveness. In this regard, the main objective of this paper is to identify measures of corporate image, competitiveness of enterprises, and the relationship between them. This paper uses statistical methods (variance, regression, and correlation analysis) to study the influence of corporate image on the competitiveness of enterprises in the field of interior design. A questionnaire method is used to gather the primary data. Examined indicators are assessed using a 7-point Likert scale. The results of the survey indicate a strong correlation between the level of corporate image and that of competitiveness of enterprises. The conclusion includes a summary concerning the use of the corporate image as an important tool for a sustainable market presence and achieving a strong competitive edge.

Keywords


corporate image, competitiveness, interior design enterprises, indicators

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DOI: http://dx.doi.org/10.12955/cbup.v5.973

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