| Abstract [eng] |
Any organisational institution, seaking for the benefit or not, is interested to have the image of the organisation which would be favorable for the consumers and motivated them to trust the organisation, i. e. its heads, staff, goods and services. Actually, the image of the organisation includes lots of different elements, such as the title of the enterprise, staff, working place or event social responsibility. However, in various sources the image of an organisation‘s head was treated as one of the most important elements of the organisation‘s image for a long time which helped to form the initial consumers‘ opinion about the organisation (especially about large organisations). Even though the image of an organisation‘s head has been analysed in the scientific literature for a long time, but while the provisions and values of the society are changing, the importance of an organisation as of the image of an employer is growing, the participation of consumers and organisations in the social networks is more active, the discussion of the question about the image of an organisation‘s head is becoming relevant when it is necessary to understand how important is this image component now and what is the influence of it and its elements on consumers‘ trust for an organisation. |
