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

  • 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
Section
Articles