General Image of the Telecommunications Companies — its Determinants and Components
General Image of the Telecommunications Companies — its Determinants and Components

Summary/Abstract: The article investigates the complex and interdisciplinary field of one of the intangible assets in business — the image of the company, its determinants and components from the perspective of potential and current buyers. To make that happen the author conducted research, main objectives of which include: determining the specificity of the image of mobile telecommunications companies, identification and analysis of respondents’ perception of the telecommunications companies, identification of the components and determinants of the company’s image. Novelty of the study is also connected with the investigation of interdependencies between being the user of the mobile telecommunications services and the perception of the provider. Reaching these goals would enable a more in-depth analysis of the image field and would bring wider comprehension of that complicated issue, which would be vital not only for the theoreticians but also for the practitioners, since it could make their image activities more successful.

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