Kreowanie wizerunku przedsiębiorstwa na rynku ubezpieczeniowym
Creating the image of enterprise on the insurance market
Zeszyty Naukowe SGGW - Ekonomika i Organizacja Gospodarki Żywnościowej, 2011, vol., nr 93, s. 81-92
Abstract
The article focuses on the role of sponsorship, the mass media and social campaigns in creating the corporate image. In addition to theoretical considerations concerning the identity, image and brand of a company, the article presents the findings of author’s own research studies as well as the study of the effectiveness of public image policy conducted by the Life Insurance Company ING S.A.