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Author: Tomasz Zacłona
Year of publication: 2007
Source: Show
Pages: 113-127
DOI Address: http://dx.doi.org/10.15804/ksm200708
PDF: ksm/11/ksm200708.pdf

The image of an organization, determining behavior of consumers, has become a pragmatic reason why so much attention is paid to its proper quality and clarity in broadly understood surroundings. The bigger role an organization’s image plays in the decisions made by present and future customers, the more willingly the organization cares about it. The role and meaning of the image cannot be limited to market mechanisms and should be understood through the prism of all interactions on the organization-surroundings axis. Understanding mechanisms of how the image operates seems to be possible through a thorough analysis of human behavior patterns and psychological processes taking place during decision making. The plentitude of research on the meaning of image in decisions and behavior shows how essential it is to plan and shape it systematically, which correlates with the changes in modern human’s and consumer’s outlook.

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