Öz
The
concept of reputation, which expresses how corporations are perceived by both
their customers and their employees, has become one of the topics that are
becoming increasingly important in today’s competitive conditions and which are
also of interest to the academy. The reputation of corporation is measured by
bringing various components together. In the stakeholder’s perceptions, the
news that takes place in the media in the formation of the reputation for the
corporation also has an important place. Clients who do not have direct
experience with the corporation or the target audience use various means to
obtain information about the corporation. One of these tools is media and media
news. In this study, it has been tried to examine whether there is a relation
between the news in the media and reputation rankings. Garanti Bank and Akbank,
which are among the “Most Admired Companies” of the year published by Capital
Magazine each year, examined the visibility of the media in 2014-2015. The news
was evaluated by content analysis method and by 6 components including
“Reputation Quotient” developed by Fombrun. An attempt has been made to answer
the question as to whether or not there is any contribution in respect of the
visibility of the media in the study. As a result of the study, it was revealed
that there is no relation between the visibility of the corporation and the
ranking of the reputation. However, it has been conclueded that the quality of
the media reports of the corporation is important and there is a relationship
between the reputation rankings and the quality of the news in the media.
Anahtar Kelimeler
corporate reputation media content analysis Reputation Reputation Quotient
Kaynakça
- Alnıaçık, E., Alnıaçık, U. ve Erdogmus, N. (2012) ‘How do the dimensions of corporate reputation affect employment intentions?’ Corporate Reputation Review, 15(1), 3–19.
- Amujo, O., Otubanjo, O. ve Laninhun, A. (2013). Media News Effects on the Formation of Stakeholders’ Opinions About the Reputation of Business Organizations in Nigeria. Global Media Journal: Mediterranean Edition, 8(1).
- Argenti, P. A. ve Druckenmiller, B. (2004). Reputation and the corporate brand. Corporate reputation review, 6(4), 368-374
- Brady, A., (2005). The Seven Elements of Reputation Management, Corporate Responsibility Management, 1(5).
- Bowd, R. ve Bowd, L., (2001). Assessing a Finansial Value for a Corporate Entity’s Reputation: A Proposed Formula, Manchester Metropolitan University Business School Working Paper Series.
- Cabral, L.(2016). Media exposure and corporate reputation. Research in Economics, 70(4), 735- 740.
- Carroll, C. E., & McCombs, M. (2003). Agenda-setting effects of business news on the public’s images and opinions about major corporations. Corporate reputation review, 6(1), 36- 46.
- Dawkins, J. ve Lewis, S. (2003). CSR in Stakeholde Expectations: And Their Implication for Company Strategy. Journal of Business Ethics, 44(2-3), 185-193.
- Erdoğan, İ. (2007). Pozitivist metodoloji: Bilimsel araştırma tasarımı, istatistiksel yöntemler, analiz ve yorum (2.baskı). Ankara: Erk Yayınları.
- Einwiller, S. A., Carroll, C. E. ve Korn, K. (2010). Under What Conditions Do the News Media Influence Corporate Reputation & quest; The Roles of Media Dependency and Need for Orientation. Corporate Reputation Review, 12(4), 299-315.
- Feldman, P. M., Bahamonde, R. A. ve Velasquez Bellido, I. (2014). A new approach for measuring corporate reputation. Revista de Administração de Empresas, 54(1), 53-66.
- Fombrun, C.J. (1996). Reputation: Realizing Value from the Corporate Image. Harvard Business School Press, Boston.
- Fombrun, C. ve Shanley, M. (1990). What’s in a name? Reputation building and corporate strategy. Academy of management Journal, 33(2), 233-258.
- Fombrun, C.J ve N, Gardberg (2000). Who’s Tops in Corporate Reputation? Corporate Reputation Review, 3: 13.
- Groenland, E.A.G., (2002). Qualitative Research to Validate the RQ-Dimensions, Corporate Reputation Review, 4(4).
- Gotsi, M. ve Wilson, A. M. (2001). Corporate reputation: seeking a definition. Corporate Communications: An International Journal, 6(1), 24-30.
- Kadıbeşegil, S. (2013). İtibar yönetimi (7.baskı). İstanbul: MediaCat Yayınları.
- Koch, James V. ve Cebula, Richard J.(1994). In Search Of Excellent Management. Journal of Management Studies, Vol. 31 Issue 5.
- Landis, J. R. ve Koch, G. G. (1977). The measurement of observer agreement for categorical data. biometrics, 159-174.
- Nakra, P. (2000). Corporate Reputation Management: “CRM” with a Strategic Twist? Public Relations Quarterly, 45, No.2, 35-42.
- Nguyen, N. ve Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of retailing and Consumer Services, 8(4), 227- 236.
- Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate reputation review, 12(4), 357-387.
- Walsh , G. ve Beatty , S . E . ( 2007 ) ‘Customer-based corporate reputation of a service firm: Scale development and validation ’, Journal of the Academy Marketing Science ,35, 127-143.
- Westphal, J. D. ve Deephouse, D. L. (2011). Avoiding bad press: Interpersonal influence in relations between CEOs and journalists and the consequences for press reporting about firms and their leadership. Organization Science, 22(4), 1061-1086.
- Zyglidopoulos, S. C., Carroll, C. E., Georgiadis, A., & Siegel, D. S. (2009). The evolution of corporate social performance and the role of media visibility. https://papers.ssrn.com/ sol3/papers.cfm?abstract_id=1514385
- Yıldırım, A. ve Şimşek, H.(2013). Sosyal bilimlerde Nitel Araştırma Yöntemleri (9.Baskı). Ankara: Seçkin. http://www.repman.com.tr/tr/how-to-measure-and-manage-reputation/ Markus Renner, 2014
- Türkiye’nin En Beğenilen Şirketleri 2014, https://www.capital.com.tr/is-dunyasi/soylesiler/iste-turkiyenin-en-begenilen-sirketleri
- Türkiye’nin En Beğenilen Şirketleri 2015, http://www.barem.com.tr/wpcontent/uploads/2016/05/ BAREM_Capital_En_Begenilen_Sirketler_Arastirmasi.pdf
Öz
Kurumların hem müşterileri hem de çalışanları tarafından
nasıl algılandığını ifade eden itibar kavramı günümüzün rekabet koşullarında
giderek önemli hale gelen ve akademinin de ilgi duyduğu konulardan birisi
olmuştur. Kurumların itibarları çeşitli bileşenlerin biraraya getirilmesi ile
ölçülmektedir. Paydaşların algılarında kuruma yönelik itibarın oluşumunda
medyada yer alan haberler de önemli bir yer tutmaktadır. Kurumla doğrudan
deneyime sahip olmayan müşteriler ya da hedef kitle kurum hakkında bilgi
edinmek için çeşitli araçları kullanır. Başvurulan bu araçlardan biri de medya
ve medyada çıkan haberlerdir. Yapılan bu çalışmada medyada çıkan haberler ile
itibar sıralamaları arasında bir ilişkisinin olup olmadığı irdelenmeye
çalışılmıştır. Çalışmada Capital Dergisi’nin her yıl yayınladığı yılın “En
Beğenilen Şirketleri” arasında yer alan Garanti Bankası ve Akbank’ın 2014-2015
yıllarında geleneksel medyadaki görünürlükleri incelenmiştir. Ulaşılan haberler
içerik analizi yöntemiyle ve Fombrun tarafından geliştirilen “İtibar Katsayısı”
(Reputation Quotient) yer alan 6 bileşen çerçevesinde değerlendirilmiştir.
Çalışmada medyadaki görünürlüğün itibar sıralamasına katkısının olup olmadığı
sorusuna cevap aranmaya çalışılmıştır. Çalışmanın sonucunda bankaların
medyadaki görünürlüğü ile itibar sıralaması arasında herhangi bir ilişki
olmadığı saptanmıştır. Bununla birlikte kurumların medyada çıkan haberlerinin
niteliğinin önemli olduğu ve itibar sıralaması ile medyada çıkan haberlerinin
niteliği arasında bir ilişki olduğu belirlenmiştir.
Anahtar Kelimeler
kurumsal itibar medya İtibar İtibar Katsayısı içerik analizi
Kaynakça
- Alnıaçık, E., Alnıaçık, U. ve Erdogmus, N. (2012) ‘How do the dimensions of corporate reputation affect employment intentions?’ Corporate Reputation Review, 15(1), 3–19.
- Amujo, O., Otubanjo, O. ve Laninhun, A. (2013). Media News Effects on the Formation of Stakeholders’ Opinions About the Reputation of Business Organizations in Nigeria. Global Media Journal: Mediterranean Edition, 8(1).
- Argenti, P. A. ve Druckenmiller, B. (2004). Reputation and the corporate brand. Corporate reputation review, 6(4), 368-374
- Brady, A., (2005). The Seven Elements of Reputation Management, Corporate Responsibility Management, 1(5).
- Bowd, R. ve Bowd, L., (2001). Assessing a Finansial Value for a Corporate Entity’s Reputation: A Proposed Formula, Manchester Metropolitan University Business School Working Paper Series.
- Cabral, L.(2016). Media exposure and corporate reputation. Research in Economics, 70(4), 735- 740.
- Carroll, C. E., & McCombs, M. (2003). Agenda-setting effects of business news on the public’s images and opinions about major corporations. Corporate reputation review, 6(1), 36- 46.
- Dawkins, J. ve Lewis, S. (2003). CSR in Stakeholde Expectations: And Their Implication for Company Strategy. Journal of Business Ethics, 44(2-3), 185-193.
- Erdoğan, İ. (2007). Pozitivist metodoloji: Bilimsel araştırma tasarımı, istatistiksel yöntemler, analiz ve yorum (2.baskı). Ankara: Erk Yayınları.
- Einwiller, S. A., Carroll, C. E. ve Korn, K. (2010). Under What Conditions Do the News Media Influence Corporate Reputation & quest; The Roles of Media Dependency and Need for Orientation. Corporate Reputation Review, 12(4), 299-315.
- Feldman, P. M., Bahamonde, R. A. ve Velasquez Bellido, I. (2014). A new approach for measuring corporate reputation. Revista de Administração de Empresas, 54(1), 53-66.
- Fombrun, C.J. (1996). Reputation: Realizing Value from the Corporate Image. Harvard Business School Press, Boston.
- Fombrun, C. ve Shanley, M. (1990). What’s in a name? Reputation building and corporate strategy. Academy of management Journal, 33(2), 233-258.
- Fombrun, C.J ve N, Gardberg (2000). Who’s Tops in Corporate Reputation? Corporate Reputation Review, 3: 13.
- Groenland, E.A.G., (2002). Qualitative Research to Validate the RQ-Dimensions, Corporate Reputation Review, 4(4).
- Gotsi, M. ve Wilson, A. M. (2001). Corporate reputation: seeking a definition. Corporate Communications: An International Journal, 6(1), 24-30.
- Kadıbeşegil, S. (2013). İtibar yönetimi (7.baskı). İstanbul: MediaCat Yayınları.
- Koch, James V. ve Cebula, Richard J.(1994). In Search Of Excellent Management. Journal of Management Studies, Vol. 31 Issue 5.
- Landis, J. R. ve Koch, G. G. (1977). The measurement of observer agreement for categorical data. biometrics, 159-174.
- Nakra, P. (2000). Corporate Reputation Management: “CRM” with a Strategic Twist? Public Relations Quarterly, 45, No.2, 35-42.
- Nguyen, N. ve Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of retailing and Consumer Services, 8(4), 227- 236.
- Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate reputation review, 12(4), 357-387.
- Walsh , G. ve Beatty , S . E . ( 2007 ) ‘Customer-based corporate reputation of a service firm: Scale development and validation ’, Journal of the Academy Marketing Science ,35, 127-143.
- Westphal, J. D. ve Deephouse, D. L. (2011). Avoiding bad press: Interpersonal influence in relations between CEOs and journalists and the consequences for press reporting about firms and their leadership. Organization Science, 22(4), 1061-1086.
- Zyglidopoulos, S. C., Carroll, C. E., Georgiadis, A., & Siegel, D. S. (2009). The evolution of corporate social performance and the role of media visibility. https://papers.ssrn.com/ sol3/papers.cfm?abstract_id=1514385
- Yıldırım, A. ve Şimşek, H.(2013). Sosyal bilimlerde Nitel Araştırma Yöntemleri (9.Baskı). Ankara: Seçkin. http://www.repman.com.tr/tr/how-to-measure-and-manage-reputation/ Markus Renner, 2014
- Türkiye’nin En Beğenilen Şirketleri 2014, https://www.capital.com.tr/is-dunyasi/soylesiler/iste-turkiyenin-en-begenilen-sirketleri
- Türkiye’nin En Beğenilen Şirketleri 2015, http://www.barem.com.tr/wpcontent/uploads/2016/05/ BAREM_Capital_En_Begenilen_Sirketler_Arastirmasi.pdf
Ayrıntılar
| Bölüm | Türkçe Araştırma Makaleleri |
|---|---|
| Yazarlar | |
| Yayımlanma Tarihi | 29 Ocak 2018 |
| Gönderilme Tarihi | 20 Ekim 2017 |
| Yayımlandığı Sayı | Yıl 2018 Cilt: 5 Sayı: 3 |
Cited By
Firmaların Yeşil Pazarlama Karmasının Kurumsal İtibar ve Marka Evangelizmi Üzerindeki Etkisi: Cep Telefonu Sektörü ve GSM Operatörlerinde Karşılaştırmalı Bir Saha Araştırması
Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
https://doi.org/10.52791/aksarayiibd.1251908
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