How Does Corporate Image Affect the Competitive Advantage of Georgian Banking Segment

Authors

  • Irakli Khvtisiashvili International Black Sea University

Abstract

Corporate image is used to communicate with customers with respect to product promotion and offering. This article explores the role of corporate image in the Georgian banking sector. Research identifies the specific ingredients of corporate image and underlines importance of each factor affecting the successful operation of commercial banking sector in Georgia.

Author Biography

Irakli Khvtisiashvili, International Black Sea University

Lecturer at International Black Sea University, Tbilisi, Georgia

Published

30-05-2012

Issue

Section

Articles