Vyara Kyurova, Dilyana Yaneva


: 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.


corporate image, competitiveness, interior design enterprises, indicators

Full Text:



Abratt, R.A. (1989). A new approach to the corporate image management process. Journal of marketing management, Johannesburg, 5 (1). 63-76.

Afanasiev, S.V. (2003). Formirovanie korporativnogo imidzha kak osnovnaya sostavlyashtaya PR – strategii. Marketing, MGU, Moskva.

Allen, L., & Pantzalis, C. (1996). Valuation of the Operating Flexibility of Multinational Corporations. Journals of International Business Studies, 27 (4), 633-653.

Andreassen, T. W., & Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9, (1), 7 –23.

Besanko, D., Dranove, D., & Shanley, M. (1996). The Economics of Strategy. John Wiley & Sons, New York.

Boulding, K. E. (1977). The Image: Knowledge in life and society. Ann Arbor: University of Michigan Press.

Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61, 68-84.

Brun, M. (2002). Creating a New Identity for France Telecom, Corporate and organizational identities: Integrating strategy, marketing, communication, and organizational perspectives, In: B. Moingeon, G. Soenen (eds.), London, Routledge.

Bruning, E., & Lockshin, L. (2000). Fundamental Elements in the Definition of Organizational Competitiveness, Gestion, 11 (3), 55-70.

Edmonds, T. (2000). Regional Competitiveness & the Role of the Knowledge Economy, House of Commons Library. Research paper. London: Research Publications Office.

Filipova, M. (2004). Povishavane konkurentosposobnostta na pivovarnite predpriyatiya. Korect, Sofiya.

Galbraith, C. (1990). Transferring Core Manufacturing Techniques in High-Tech Firms, California Management Review, 32 (4), 56-70.

Goddagd, J., & Wilson, J. (1996). Persistence of Profits for UK Manufacturing and Service Sector Firms. The Service Industries Journal, 16 (2).

Gorbashko, E. A., Maksimtsev, I. A., Alekseevna, YU. R., & Chetyrkina, N. YU. (2015). Upravlenie konkurentosposobnost’yu (teoriya i praktika). Yuraĭt, Moskva.

Hair, J. F., Anderson, R. E., Tatham, R. L. & Black, W. C. (2006). Multivariate Data Analysis, 5th Ed., Upple Saddle River, New Jersey: Prentice Hall.

Islam, M. S. (2010). The analysis of customer loyalty in Bangladeshi mobile phone industry. World Journal of Management, 2(2), 130-145.

Jones, T., & Sasser, W.E. (1995). Why satisfied customers defect. Harvard Business Review, 73 (6), 88-99.

Kaloyanov, T. (2004). Statistika. Trakiya–M, Sofiya.

Kim, Y., & Lee, J. (2000). Relationship between corporate image and customer loyalty in mobile communications service markets. Africa Journal of Business Management, 4(18), 4035-4041.

Kiryakova-Dineva, T. (2016). The interplay of visual images in food advertising. Analele Universităţii din Craiova. Seria Ştiinţe Filologice. Lingvistică, 38 (1-2), 215-226.

Kumar, A., J. Motwani, K. Stecke, (1999a). Quantitive Measurement of Organizational Competitiveness Through Quality, 30-th Decision Sciences Conference Proceedings, New Orleans.

Kumar, A., K. Stecke, J. Motwani (1999b). A Quality Index-Based Methodology for Improving Competitiveness: Analytical Development and Empirical Validation, Working Rarer Series – Working Paper 01-015, University of Michigan Business School.

Law, J. (2009). A Dictionary of Business and Management. Oxford University Press.

Leuthesser, L., C. Kohli, (1997). Corporate identity: the role of mission statements, Business Horizons, 40, 59-66.

Mueller, D. (1990). The Dynamics of Company Profits, Cambridge University Press: Cambridge, MA.

Nikolova, N. (2010). Statistika. Obshta teoriya. Avangard Prima, Sofiya.

Nosova, N. S. (2015). Konkurentnaya strategiya kompanii, ili marketingovye metody konkurentnoĭ bor’by. Dashkov i K, Moskva.

Olins, W. (2003). Corporate identity: the myth and reality. In: Perspective on identity, image, reputation, corporate branding and corporate-level marketing. In Balmer, J. M. T., S. A. Greyser, Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate-level Marketing, London: Routledge, 55-61.

Pettigrew, A. (1987). Context and Action in the Transformation of the Firm, Journal of Management Studies, 24 (6), 649-670.

Porter, M. (1998). On Competition, Harvard Business Press.

Pratten, C. (1991). The Competitiveness of Small Firms, Occasional Paper 57, Department of Applied Economics, University of Cambridge, UK: Cambridge University Press.

Rancheva, E. (2010). Statistika, Tekhnologika. Plovdiv

Rumelt, R. (1982). Diversification Strategy and Profitability. Strategic Management Journal, 3(4), 359-369,

Schultz, M. (2007). Organizational Image, International Encyclopedia of Organizational Studies. Sage Publications, London.

Skinner, W. (1996). Manufacturing Strategy on the “S” Curve. Production and Operations Management, 5(1), 3-14,

Sŭĭkova, Iv., S. Todorova (1994). Statisticheskoto izsledvane (postanovka, metodi, otsenka na rezultatite). Lyuren, Sofiya.

Swann, P., M. Targhavi (1992). Measuring Price and Quality Competitiveness – A Study of Eighteen British Product Markets. Brookfield, Vermont, Ashgate Publishing Company.

Van Riel, C.B.M., J.M.T. Balmer (1997). Corporate identity: the concept, its measurement and management. European Journal of Marketing, 31 (5/6), 340-55,

Velev, M. (2004). Otsenka i analiz na firmenata konkurentosposobnost. Softtreĭd, Sofia.

Venelinova, N. (2012). Definitivni aspekti na vrŭzkata „imidzh “– „identichnost “. Nauchni trudove na Rusenskiya universitet, 51 (5.2), 135-142.

Waring, G. (1996). Industry Differences in the Persistence of Firm-specific returns. The American Economic Review, 86 (5), 1253-1265.

Wood, E. (2001). Corporate identity. In: The Public Relations Handbook. Alison Theaker, Routledge, L.

Yaneva, D. (2016). Corporate image - a factor for company development, Entrepreneurship, 4 (2), 248-25



  • There are currently no refbacks.

Print ISSN 1805-997X, Online ISSN 1805-9961

(c) 2017 Central Bohemia University