Image and trust are interrelated factors, which have been researched by many authors in the
past. Image is a perception of a company or an organization, formed by each individual on the
basis of their own experiences and impressions. A series of positive experiences leads to an
improvement of the image in the eyes of stakeholders and simultaneously increases their
confidence in the entity. The purpose of the thesis was to investigate the impact of corporate
image on trust. Based on the theoretical part, which contains an overview of the concepts of
image and trust, we designed a questionnaire to test the hypothesis. During the research, we
obtained the answers of 152 individuals, which we analyzed and substantiated in the empirical
part with the help of the literature. Research has confirmed that the higher the image of the
company, the stronger the trust. Our research thus contributes to the understanding of the
relationship between trust and corporate image indicators, which is relevant for real estate
agencies as well as other organizations, as they can build a better and, above all, more trusting
relationship with their stakeholders based on these indicators.
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