TURKISH PR AGENCIES' POINT OF VIEW ABOUT CORPORATE REPUTATION

Yilmaz R. A., KARADEMİRLİDAĞ SUHER İ.

ISTANBUL UNIVERSITESI ILETISIM FAKULTESI DERGISI, sa.30, ss.173-186, 2007 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Basım Tarihi: 2007
  • Dergi Adı: ISTANBUL UNIVERSITESI ILETISIM FAKULTESI DERGISI
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.173-186
  • Anahtar Kelimeler: Corporate reputation, measurement of reputation, corporate image
  • Anadolu Üniversitesi Adresli: Evet

Özet

Corporate reputation is the overall estimation in which a company is held by its constituents and reputation is a valuable corporate asset that is difficult to achieve, but even more difficult to protect. It's a growing factor in creating and maintaining corporate competitive advantage. Reputation management concept is quite new in Turkey and some managers of well known companies still believe that his companies have reputation sufficiently. Besides the manager's point of view, pr agencies have not a clear definition for this term yet. Another important issue on corporate reputation as important as conceptualization of it is measurement, Methods of measurements about corporate reputation are under debate. Many types of measurements methods about corporate reputation have been using in the world. Research on most-appreciated companies is one of the methods have been using in Turkey. In this study we would like to find out attitudes of PR agencies especially in Turkey towards reputation management and to seek whether reputation management is given among the services of PR agencies or not. And ask the questions, "Why there is such a demand, does this demand comes from the agency or from the company".