Oneri

Abstract

The
aim of this study is to reveal the meaning of the concepts of image and
reputation for consumers. On top of that this study is also tries to find out
the impact potential of image, reputation and brand over consumers’ attitudes
towards the corporations and as well as the elements that affect image and
reputation in building a corporate brand in terms of the perception of consumers.
Therefore a survey research, which consists of 48 questions applied on randomly
chosen 1208 consumers who live in big cities of Marmara Region of Turkey. It
was found in the research that the most important element that increases trust and respect of the corporate
brand in general is comments
on the social media about a person or a corporation. Regarding the
responsibilities of the corporations to their stakeholders, the most important
activity that builds trust and respect is sponsoring to various activities.