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KURUMSAL İTİBARIN ÖLÇÜMÜ: BİR MODEL ÖNERİSİ

MEASUREMENT OF CORPORATE REPUTATION: A MODEL PROPOSAL

Journal Name:

  • Yönetim-İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü Dergisi

Publication Year:

  • 2014

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Corporate reputation emerges with corporate identity which shapes around corporate behaviors, policies and decisions in time and the reflection of this identity to stakeholders. In other words, corporate reputation is a whole of perceptions. While in the past the perceptions of stakeholders were shaped through the satisfaction of their basic expectations, nowadays most of the stakeholders and the society expect corporations to operate not only for the maximizing of their own interests, but also for the protecting social interests. For example along with the goods that meet their own expectations customers prefer goods that are not harmful to health and environment. From the perspective of investors, corporate reputation has become one of the important factors of investment decisions because of the widespread opinion that the companies which have a high corporate reputation would also have a high financial performance. When all of these factors are considered, the question about how corporate reputation should be measured arises. When the literature is analyzed, it is seen that only some of the existing indices and measurement models are predominantly used in the studies about the relation between corporate reputation and financial performance. The aim of this study is to propose a corporate reputation measurement model which can also be used in our country. For this reason, firstly the elements of corporate reputation are determined and than the existing indices and measurement models are analyzed and finally a new model is proposed.
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Abstract (Original Language): 
Kurumsal itibar, işletmelerin kurumsal davranışları, politikaları ya da kararlarıyla zaman içinde şekillenen kimliği ve bu kimliğin paydaşlara yansımasıyla ortaya çıkmaktadır. Diğer bir ifadeyle bir algı bütünüdür. Geçmişte paydaşların algıları sadece kendi temel beklentilerinin karşılanmasıyla şekillenirken, günümüzde genel olarak tüm paydaşlar ve toplum işletmelerin sadece kendi çıkarlarını maksimize etmelerini değil, tüm toplumun çıkarlarını gözeterek faaliyet göstermelerini beklemektedir. Örneğin müşteriler, kendi beklentilerini karşılayan ürünler yanında, aynı zamanda çevreye ve toplum sağlığına zarar vermeyen ürünleri tercih etmektedir. Yatırımcılar açısından ise, kurumsal itibarı yüksek olan işletmelerin finansal performanslarının da yüksek olacağı yönündeki görüşlerin yaygınlaşması nedeniyle, kurumsal itibar yatırım kararlarını etkileyen önemli unsurlardan biri haline gelmiştir. Tüm bu etkenler bir araya geldiğinde kurumsal itibarın nasıl ölçülmesi gerektiği sorusu ortaya çıkmaktadır. Literatür incelendiğinde kurumsal itibar ve finansal performans arasındaki ilişkiyi konu alan çalışmalarda, ağırlıklı olarak mevcut birkaç endeksin veya ölçüm modelinin kullanıldığı görülmektedir. Bu çalışmanın amacı, ülkemizdeki çalışmalarda da kullanılabilecek bir kurumsal itibar ölçüm modelinin oluşturulmasıdır. Bu nedenle ilk olarak kurumsal itibarı oluşturan unsurlar belirlenmiş, daha sonra mevcut endeks ya da ölçüm modelleri incelenmiş ve son olarak yeni bir model önerisi getirilmiştir.
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