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Derginin Adı:
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International Journal of Social Sciences and Education Research
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Cilt:
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2016/2
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Sayı:
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1
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Makale Başlık:
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Corporate personality perspective in corporate reputation management: a survey of corporate personality perception on business administration students
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Makale Alternatif Dilde Başlık:
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Alternatif dilde başlık bulunmamaktadır. There is no article title in another language.)
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Makale Eklenme Tarihi:
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11.01.2019
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Okunma Sayısı:
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1
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Makale Özeti:
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Corporate Reputation concept has been studied in academic literature since 1950’s and received a lot of interest from various disciplines. Both practitioners and academicians agree that corporate reputation plays a critical role on how the corporate is perceived and whether or not the corporate is performing successfully (Beown, 1998, Fombrun, 1996). Having a good reputation makes the stakeholders of the firm more eager to contribute, attracts good talent, helps retain existing customers (Markham, 1972). There is a positive correlation between good reputation and high revenue generation (Robert and Dowling 1997; Vergin and Qoronfleh 1998). Generally accepted definition of corporate reputation is totality of aggregated observations and perceptions regarding the firm (Bromley 1993; Davies and Miles 1998). There are three distinctive schools of thought regarding corporate reputation. These are; social expectations, corporate personality and trust. Social expectations take into account the anticipated corporate behaviors by the society. Corporate personality approach takes into account various personality traits being attributed to a firm. The last approach investigates the conditions where people trust to a firm. This paper uses the corporate personality approach to measure corporate personality concept. The aim of the research is to investigate the corporate personality perception of university students studying in business administration departments who plan to work in one of these firms after graduation. An exploratory research is made to achieve this purpose. The research is limited with the city of Istanbul and with the university students studying business administration in state and private universities. Due to the homogeneity among the research population, convenient sampling is made. The results are compared, analyzed and further research suggestions are made.
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Alternatif Dilde Özet:
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Alternatif dilde abstract bulunmamaktadır. (There is no abstract in another language.)
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