MARKETING COMMUNICATION AND AUDITOR'S BRAND

The auditor's profession is part of modern company management. However, ambivalences may arise in the perception of the auditor's profession. The problem with the ambivalences can be solved by a strategic care for the auditor's profession, or by a care for the auditor's brand. In order to do so, marketing communication can be used which ensures positive perception by target groups of customers. Therefore, the aim of the paper is to analyze the impact marketing communication has on auditor's brand. The subsequent research verifies the differences between evaluation of the audit by respondents who received marketing communication and respondents who did not receive marketing communication. The methods employed to study the subject matter include analyzing current theories as well as online questionnaires sent to the target group of customers of the audit. The results of the questionnaire then revealed that the constructed hypothesis had been proved as respondents who received marketing communication evaluated performed audits more positively. Therefore we recommend auditing departments to use marketing communication techniques which will contribute to building the auditor's brand with positive implications for the company management.