Shyrokova M. Image and Corporate Social Capital of Banking Organizations: Character of Interference

The dissertation deals with the theoretical analysis and empirical research of image of banking organizations and the heuristic possibilities of the concept of social capital for research of image of social organizations are revealed. The content of the basic approaches to research of image is defined, structural models of corporate image are considered, and the importance of image for banking activity is shown. The paper also carries out the conceptualization of "social capital", defines the essence of the concept "corporate social capital", and analyzes the content and interaction of its structural components. Possibility of using of image as an indicator of social capital is proved and the results of empirical research of social capital of banking organizations are presented.