Research Article
Year 2017,
Issue: 28, 102 - 118, 15.12.2017
Abstract
Kurumsal imaj yönetiminin en önemli parçalarından biri etkili ve kapsayıcı bir ölçme aracı
kullanarak mevcut kurumsal imaj değerlendirmelerini doğru yapmaktır. Kurumsal imaj
ölçümü ile ilgili farklı yaklaşımlar bulunmaktadır. Bu yaklaşımların dikkat çekenlerinden
biri kişiselleştirme metaforuna başvuran kurumsal imaj ölçümlemeleridir. Bu yaklaşımda
kişiselleştirme benzetmeleri kullanılarak geliştirilmiş kurumsal kişilik skalaları aracılığı
ile kurumsal imaj ölçümü yapılır. Bu çalışma kapsamında kişiselleştirme metaforundan
yola çıkılarak geliştirilmiş olan Davies vd.’nin (2004) kişilik skalası referans alınmış ve
Yaşar Üniversitesi’nin iç ve dış paydaş gruplarının kurumsal imaj değerlendirmeleri
belirlenmeye çalışılmıştır. Çalışmada nicel yöntemlere başvurulmuş, tanımlayıcı
istatistiklerden ve t-testinden faydalanılmıştır. Çalışmanın sonuçlarına göre hem iç
paydaşların hem dış paydaşların kurumsal imaj değerlendirmeleri olumlu yöndedir.
Bununla birlikte iç ve dış paydaş grupları kurumsal imaj değerlendirmeleri arasında
anlamlı farklar mevcuttur.
References
- Abratt, Russel (1989). “A New Approach to Corporate Image Management Process.” Journal of Marketing Management. 5 (1): 63-76.
- Cornelissen, Joep (2000). “Corporate Image: an Audience Centred Model. Corporate Communications: An International Journal. 5 (2): 119-125.
- Davies, Gary; Chun, Rosa; da Silva, Rui Vinhas ve Roper, Stuart (2001). “The Personification Metaphor as a Measurement Approach for Corporate Reputation.” Corporate Reputation Review. 4 (2): 113-127.
- Davies, Gray; Chun, Rosa; da Silva, Rui Vinhas ve Roper, Stuart (2004). “A corporate Character Scale to Assess Employee and Customer Views of Organization Reputation.” Corporate Reputation Review. 7 (2): 125-146.
- Demir, Filiz Oktay (2010). “Kurumsal İtibar Ölçümünde Kişiselleştirme Metaforu.” Review Of Social, Economic and Business Studies. 9: 10248-10249.
- Dowling, Graham (1993). “Developing Your Company Image into a Corporate Asset.” Long Range Planning. 26: 21-103.
- Dunteman, George (1989). Principal Component Analysis: Quantitative Applications in the Social Sciences Series. Thousand Oaks, CA: Sage Publications.
- Field, Andy (2000). “Discovering Statistics Using SPSS for Windows.” Sage: London
- Fombrun, Charles; Gardberg, Naomi ve Sever, Joy (2000). “The Reputation Quotient: a Multistakeholder Measureof Corporate Reputation.” The Journal of Brand Management. 7 (4): 241- 255.
- Gray, Edmund ve Balmer, John (1998). “Managing Corporate Image and Corporate Reputation.” Long Range Planning. 31 (5): 695-702.
- Gotsi, Manto ve Wilson, Alan (2001). “Corporate Reputation: Seeking a Definition.” Corporate Communications: An International Journal. 6 (1):24-30.
- Grunig, James (1993). “Image and Substance: From Symbolic to Behavioral Relationships.” Public Relations Review. 19 (2): 121-139.
- Henson, Robin ve Roberts, Kyle (2006). “Use of Exploratory Factor Analysis in Published Research.” Educational and Psychological Measurement. 66: 393-416.
- Hutcheson, Graeme ve Sofroniou, Nick (1999). The Multivariate Social Scientist. London: Sage. Kaiser, Henry (1974). “An Index of Factorial Simplicity.” Psychometrika. 39: 31-36.
- Karasar, Niyazi (2004). Bilimsel Arastirma Yöntemleri. Ankara: Nobel.
- LeBlanc, Gaston ve Nguyen, Nha (1996). “Cues Used by Customers Evaluating Corporate Image in Service Firms: An Empirical Study in Financial Institutions.” International Journal of Service Industry Management. 7 (2): 44-56.
- Martineau, Pierre (2002). “The Personality of the Retail Store. Retailing: Critical Concepts.” Anne, Findlay ve Leigh, Sparks (der) içinde. London: Routledge.
- Pallant, Julie (2001). SPSS Survival Manual. Maidenhead, PA: Open University Press.
- Schwaiger, Manfred (2004). “Components and Parameters of Corporate Reputation – an Empirical Study.” Schmalenbach Business Review. 56: 46-71.
- Tran, Mai An, Nguyen; Bang, Melewar, T.C. ve Bodoh, Jim (2015). “Exploring the Corporate Image Formation Process.” Qualitative Market Research: An International Journal. 18 (1): 86-114.
- Uluçay, Dilek Melike (2012). Yaşar Üniversitesi Kurumsal İmajının Üniversitesi Kurumsal İmajının Üniversitenin Farklı Paydaş Grupları Tarafından Algılanışı. Yayınlanmamış Doktora Tezi. Eskişehir: Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
- Uzoğlu, Sevil (2001). “Kurumsal Kimlik, Kurumsal Kültür ve Kurumsal İmaj.” Kurgu Dergisi. 18: 337-353.
- Worcester, Robert (2009). “Reflections on Corporate Reputations. Management Decision.” 47(4): 573-589.
Year 2017,
Issue: 28, 102 - 118, 15.12.2017
Abstract
References
- Abratt, Russel (1989). “A New Approach to Corporate Image Management Process.” Journal of Marketing Management. 5 (1): 63-76.
- Cornelissen, Joep (2000). “Corporate Image: an Audience Centred Model. Corporate Communications: An International Journal. 5 (2): 119-125.
- Davies, Gary; Chun, Rosa; da Silva, Rui Vinhas ve Roper, Stuart (2001). “The Personification Metaphor as a Measurement Approach for Corporate Reputation.” Corporate Reputation Review. 4 (2): 113-127.
- Davies, Gray; Chun, Rosa; da Silva, Rui Vinhas ve Roper, Stuart (2004). “A corporate Character Scale to Assess Employee and Customer Views of Organization Reputation.” Corporate Reputation Review. 7 (2): 125-146.
- Demir, Filiz Oktay (2010). “Kurumsal İtibar Ölçümünde Kişiselleştirme Metaforu.” Review Of Social, Economic and Business Studies. 9: 10248-10249.
- Dowling, Graham (1993). “Developing Your Company Image into a Corporate Asset.” Long Range Planning. 26: 21-103.
- Dunteman, George (1989). Principal Component Analysis: Quantitative Applications in the Social Sciences Series. Thousand Oaks, CA: Sage Publications.
- Field, Andy (2000). “Discovering Statistics Using SPSS for Windows.” Sage: London
- Fombrun, Charles; Gardberg, Naomi ve Sever, Joy (2000). “The Reputation Quotient: a Multistakeholder Measureof Corporate Reputation.” The Journal of Brand Management. 7 (4): 241- 255.
- Gray, Edmund ve Balmer, John (1998). “Managing Corporate Image and Corporate Reputation.” Long Range Planning. 31 (5): 695-702.
- Gotsi, Manto ve Wilson, Alan (2001). “Corporate Reputation: Seeking a Definition.” Corporate Communications: An International Journal. 6 (1):24-30.
- Grunig, James (1993). “Image and Substance: From Symbolic to Behavioral Relationships.” Public Relations Review. 19 (2): 121-139.
- Henson, Robin ve Roberts, Kyle (2006). “Use of Exploratory Factor Analysis in Published Research.” Educational and Psychological Measurement. 66: 393-416.
- Hutcheson, Graeme ve Sofroniou, Nick (1999). The Multivariate Social Scientist. London: Sage. Kaiser, Henry (1974). “An Index of Factorial Simplicity.” Psychometrika. 39: 31-36.
- Karasar, Niyazi (2004). Bilimsel Arastirma Yöntemleri. Ankara: Nobel.
- LeBlanc, Gaston ve Nguyen, Nha (1996). “Cues Used by Customers Evaluating Corporate Image in Service Firms: An Empirical Study in Financial Institutions.” International Journal of Service Industry Management. 7 (2): 44-56.
- Martineau, Pierre (2002). “The Personality of the Retail Store. Retailing: Critical Concepts.” Anne, Findlay ve Leigh, Sparks (der) içinde. London: Routledge.
- Pallant, Julie (2001). SPSS Survival Manual. Maidenhead, PA: Open University Press.
- Schwaiger, Manfred (2004). “Components and Parameters of Corporate Reputation – an Empirical Study.” Schmalenbach Business Review. 56: 46-71.
- Tran, Mai An, Nguyen; Bang, Melewar, T.C. ve Bodoh, Jim (2015). “Exploring the Corporate Image Formation Process.” Qualitative Market Research: An International Journal. 18 (1): 86-114.
- Uluçay, Dilek Melike (2012). Yaşar Üniversitesi Kurumsal İmajının Üniversitesi Kurumsal İmajının Üniversitenin Farklı Paydaş Grupları Tarafından Algılanışı. Yayınlanmamış Doktora Tezi. Eskişehir: Anadolu Üniversitesi Sosyal Bilimler Enstitüsü.
- Uzoğlu, Sevil (2001). “Kurumsal Kimlik, Kurumsal Kültür ve Kurumsal İmaj.” Kurgu Dergisi. 18: 337-353.
- Worcester, Robert (2009). “Reflections on Corporate Reputations. Management Decision.” 47(4): 573-589.
There are 23 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | December 15, 2017 |
| Submission Date | September 15, 2017 |
| Published in Issue | Year 2017 Issue: 28 |
