Corporate Reputation and Business Outcomes in Turkey

Article Information
Journal: Business and Economics Research Journal
Title of Article: Corporate Reputation and Business Outcomes in Turkey
Author(s): Ozlem Sayilir, Telford Carl Victor
Volume: 10
Number: 5
Year: 2019
Page: 1143-1153
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.226
Abstract
The main purpose of this study is to examine how corporate reputation dimensions – management, quality, working brand, corporate social responsibility, emotional commitment, and recognition – correlate with business outcomes. The study utilizes the dataset of “2012 Corporate Reputation Research” conducted by the Reputation Research Center of Turkey (RepMan). The research comprises seven corporate reputation dimensions, five business outcome indicators, and eleven sectors in Turkey. The findings of regression analysis ascertain a strong positive relation between corporate reputation dimensions and business outcome indicators. One can say companies should attempt to improve related reputation components to enhance performance in business outcomes. According to our results, people would like to recommend a company’s product or service if the companies are good in product/service quality. They would like to recommend the company as a work place even for their children if company has good emotional commitment and product and service quality. They will buy long-term stock because of good corporate social responsibility, emotional commitment, and financial strength. Material and moral support for social responsibility projects of a company depend on corporate social responsibility, emotional commitment, financial strength, and quality of management.

Keywords: Corporate Reputation, Business Outcomes, Reputation Research, Turkey, Regression Analysis

JEL Classification: M10, M14

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