Kurumsal İtibar: Kavramsal Bir İnceleme ve Turizm Sektöründen Bir Örnek

Yıl 2023, Cilt: 19 Sayı: 1, 160 - 181, 27.06.2023

Burak Murat Demirçivi

Öz

Kurumsal itibar kavramı, hiç şüphesiz küçük–büyük her ölçekten ve her sektörden tüm kurumları ilgilendiren bir kavramdır. İtibar kavramına ekonomi, iletişim, işletme yönetimi, muhasebe, pazarlama, sosyoloji ve stratejik yönetim gibi farklı disiplinlerce farklı bakış açıları getirilmiştir. Kavrama yönelik farklı bakış açılarının olması, onun net bir biçimde ölçümünü güçleştirmektedir çünkü bir ölçüm yapılmadan önce kavramın net bir biçimde tanımının yapılarak kapsamının ortaya koyulması gerekmektedir. Bu makalede öncelikle kurumsal itibar kavramı tanımlarına, farklı disiplinlerin kavrama bakışına ve kavramla ilişkili teorilere yer verilmiştir. Sonrasında, kurumsal itibarı ölçmek adına geliştirilen çeşitli ölçekler, kronolojik sırayla ve bu ölçeklerin eksik kaldığı yönleri belirten çalışmalarla aktarılarak bu alandaki gelişim gösterilmek istenmiştir. Kurumsal itibar yararına olabilecek uygulamalar bakımından somut bir örnek sağlamak amacıyla Birleşmiş Milletler Dünya Turizm Örgütünün (BMDTÖ) turizm sektöründe 2011 yılında başlattığı Özel Sektör Taahhüdü uygulamasına da kısaca yer verilen makale, konuyla ilgili değerlendirmeler ve öneriler ile sonuçlandırılmıştır. Makalede örnek olarak turizm sektörünün seçilmesinin nedeni, sektörün özellikle uluslararası boyutu ile ülkelerin itibarında önemli bir role sahip olmasıdır. Turizm sektörünün Türkiye gibi döviz açığı olan ülkelerde bu açığı gidermeye yardımcı olması da sektörün ve uluslararası boyutunun önemini gösteren başka bir husustur. Bu çalışmada işaret edilen Taahhüdün Türkiye’den daha fazla kurum tarafından imzalanmasının ülkenin itibarına olumlu bir katkı yapacağı ve ülkeye daha fazla ziyaretçinin ve dövizin gelmesini sağlayacağı düşünülmektedir. İlgililere derleme bir kaynak sunmak istenen makalede firma, işletme, şirket vb. kavramlar yerine daha kapsayıcı bir kavram olduğundan örneğin kâr amaçlı bir organizasyondan bahsederken de –Türkçe doğrudan alıntılar ve ölçeklerdeki ifadeler hariç olmak üzere– kurum kavramı kullanılmıştır.

Anahtar Kelimeler

Kurumsal İtibar, Kurumsal İtibar Ölçümü, İtibar Oranı Ölçeği, RepTrak® Sistemi, Kurumsal Sosyal Performans/Sorumluluk (KSP/KSS), BMDTÖ Özel Sektör Taahhüdü

Destekleyen Kurum

-

Proje Numarası

-

Teşekkür

-

Corporate Reputation: A Conceptual Review and a Sample from Tourism Sector

Öz

The concept of corporate reputation undoubtedly concerns all corporations of any size – small or large – and from any sector. Diverse disciplines such as economics, communication, business administration, accounting, marketing, sociology, and strategic management all have their own perspectives for the concept of reputation. Having different perspectives for the concept makes it difficult to measure it clearly because before measuring, it is required to define the concept in a clear way and present its scope. This article first covers the definitions of the concept of corporate reputation, the perspectives of different disciplines for the concept, and the theories associated with the concept. Thereafter, diverse scales developed to measure corporate reputation are cited chronologically with the studies stating the lacking parts of those scales with a view to exhibiting the progress in this field. In order to provide a tangible sample in terms of the implementations that could be for the benefit of corporate reputation, the Private Sector Commitment implementation launched in 2011 by the United Nations World Tourism Organization (UNWTO) in tourism sector has also been briefly included in the article which concluded with the evaluations and suggestions about the topic. The reason for choosing tourism sector as a sample in the article is its important role in the reputations of countries through its international dimension. That tourism sector helps narrowing foreign exchange gap in the countries suffering from it like Türkiye is another point indicating the significance of the sector and its international dimension. It is believed that having more signatories from Türkiye to the Commitment indicated in this paper will make a positive contribution to the country’s reputation and ensure more visitors and foreign currency to the country. In the article, which intends to present a compiled source for all concerned, instead of the concepts of firm, business, company, etc., the concept of corporation is used as it is more comprehensive even when referring to a profit-oriented company—except Turkish direct quotations and statements in the scales.

Anahtar Kelimeler

Corporate Reputation, Corporate Reputation Measurement, The Reputation QuotientSM, The RepTrak® System, Corporate Social Performance/Responsibility (CSP/CSR), UNWTO Private Sector Commitment

Proje Numarası

-

Kaynakça

• Alloza-Losana, Á. ve Carreras-Romero, E. (2021). Invariance of the reputation emotional index RepTrak Pulse: A study validation on generational change. Corporate Reputation Review, 24(3), 143–157. https://doi.org/10.1057/s41299-020-00099-w
• Alnıaçık, E., Alnıaçık, Ü. ve Genç, N. (2010). Kurumsal itibar bileşenlerinin algılanan önemi demografik özelliklerden etkilenmekte midir?. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(23), 93–114. Erişim adresi: https://dergipark.org.tr/tr/pub/baunsobed
• Barnett, M. L., Jermier, J. M. ve Lafferty, B. A. (2006). Corporate reputation: The definitional landscape. Corporate Reputation Review, 9(1), 26–38. https://doi.org/10.1057/palgrave.crr.1550012
• Basdeo, D. K., Smith, K. G., Grimm, C. M., Rindova, V. P. ve Derfus, P. J. (2006). The impact of market actions on firm reputation. Strategic Management Journal, 27(12), 1205–1219. https://doi.org/10.1002/smj.556
• Baysal-Berkup, S. (2015). Fombrun itibar katsayısı ölçeği çerçevesinde bir itibar vaka çalışması: Arçelik A.Ş.. Uluslararası Sosyal Araştırmalar Dergisi, 8(38), 859–886. https://doi.org/10.17719/jisr.20153813693
• Bebbington, J., Larrinaga, C. ve Moneva, J. M. (2008). Corporate social reporting and reputation risk management. Accounting, Auditing & Accountability Journal, 21(3), 337–361. https://doi.org/10.1108/09513570810863932
• Berens, G. ve van Riel, C. B. M. (2004). Corporate associations in the academic literature: Three main streams of thought in the reputation measurement literature. Corporate Reputation Review, 7(2), 161–178. https://doi.org/10.1057/palgrave.crr.1540218
• Berens, G., Fombrun, C. J., Ponzi, L. J., Trad, N. G. ve Nielsen, K. (2011). Country RepTrak™: A standardized measure of country reputation. F. M. Go ve R. Govers (Ed.), International place branding yearbook 2011: Managing reputational risk (s. 77–91) içinde. London, England: Palgrave Macmillan.
• Bozkurt, Ö. ve Yurt, İ. (2015). Kurumsal itibar yönetimi algısının örgütsel bağlılık üzerindeki etkisi: Akademik personel üzerine bir araştırma. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 8(15), 59–76. Erişim adresi: https://dergipark.org.tr/tr/pub/ulikidince
• Bromley, D. (2002). Comparing corporate reputations: League tables, quotients, benchmarks, or case studies?. Corporate Reputation Review, 5(1), 35–50. https://doi.org/10.1057/palgrave.crr.1540163
• Brown, B. ve Perry, S. (1994). Removing the financial performance halo from Fortune’s “most admired” companies. Academy of Management Journal, 37(5), 1347–1359. https://doi.org/10.2307/256676
• Brown, B. ve Perry, S. (1995a). Focal paper: Halo-removed residuals of Fortune’s “responsibility to the community and environment”—a decade of data. Business & Society, 34(2), 199–215. https://doi.org/10.1177/000765039503400206
• Brown, B. ve Perry, S. (1995b). Some additional thoughts on halo-removed Fortune residuals. Business & Society, 34(2), 236–240. https://doi.org/10.1177/000765039503400210
• Cable, D. M. ve Graham, M. E. (2000). The determinants of job seekers’ reputation perceptions. Journal of Organizational Behavior, 21(8), 929–947. https://doi.org/10.1002/1099-1379(200012)21:8<929::AID-JOB63>3.0.CO;2-O
• Carter, S. M. (2006). The interaction of top management group, stakeholder, and situational factors on certain corporate reputation management activities. Journal of Management Studies, 43(5), 1145–1176. https://doi.org/10.1111/j.1467-6486.2006.00632.x
• Chun, R. (2005). Corporate reputation: Meaning and measurement. International Journal of Management Reviews, 7(2), 91–109. https://doi.org/10.1111/j.1468-2370.2005.00109.x
• Davies, G. ve Chun, R. (2002). Gaps between the internal and external perceptions of the corporate brand. Corporate Reputation Review, 5(2/3), 144–158. https://doi.org/10.1057/palgrave.crr.1540171
• de Quevedo-Puente, E., de la Fuente-Sabaté, J. M. ve Delgado-García, J. B. (2007). Corporate social performance and corporate reputation: Two interwoven perspectives. Corporate Reputation Review, 10(1), 60–72. https://doi.org/10.1057/palgrave.crr.1550038
• Deegan, C. (2002). Introduction: The legitimising effect of social and environmental disclosures — a theoretical foundation. Accounting, Auditing & Accountability Journal, 15(3), 282–311. https://doi.org/10.1108/09513570210435852
• Deephouse, D. L. (2000). Media reputation as a strategic resource: An integration of mass communication and resource-based theories. Journal of Management, 26(6), 1091–1112. https://doi.org/10.1177/014920630002600602
• Deniz, S., Çimen, M., Cizmeci, E., Erkoç, B. ve Yüksel, O. (2017). Özel hastane çalışanlarının kurumsal itibar algısının belirlenmesine yönelik bir araştırma. Hacettepe Sağlık İdaresi Dergisi, 20(1), 37–48. Erişim adresi: https://dergipark.org.tr/tr/pub/hacettepesid
• DeTienne, K. B. ve Lewis, L. W. (2005). The pragmatic and ethical barriers to corporate social responsibility disclosure: The Nike case. Journal of Business Ethics, 60(4), 359–376. https://doi.org/10.1007/s10551-005-0869-x
• Dranove, D. ve Shanley, M. (1995). Cost reductions or reputation enhancement as motives for mergers: The logic of multihospital systems. Strategic Management Journal, 16(1), 55–74. https://doi.org/10.1002/smj.4250160107
• Eberl, M. ve Schwaiger, M. (2005). Corporate reputation: Disentangling the effects on financial performance. European Journal of Marketing, 39(7/8), 838–854. https://doi.org/10.1108/03090560510601798
• Eroğlu, E. ve Solmaz, B. (2012). Kurumsal itibar araştırması ve bir uygulama örneği. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 1(4), 1–18. Erişim adresi: https://dergipark.org.tr/tr/pub/e-gifder
• Flanagan, D. J. ve O’Shaughnessy, K. C. (2005). The effect of layoffs on firm reputation. Journal of Management, 31(3), 445–463. https://doi.org/10.1177/0149206304272186
• Flatt, S. J. ve Kowalczyk, S. J. (2000). Do corporate reputations partly reflect external perceptions of organizational culture?. Corporate Reputation Review, 3(4), 351–358. https://doi.org/10.1057/palgrave.crr.1540125
• Fombrun, C. J. (2005). A world of reputation research, analysis and thinking — building corporate reputation through CSR initiatives: Evolving standards. Corporate Reputation Review, 8(1), 7–11. https://doi.org/10.1057/palgrave.crr.1540235
• Fombrun, C. J. (2006). Corporate governance. Corporate Reputation Review, 8(4), 267–271. https://doi.org/10.1057/palgrave.crr.1540254
• Fombrun, C. ve Shanley, M. (1990). What’s in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233–258. https://doi.org/10.2307/256324
• Fombrun, C. ve van Riel, C. (1997). The reputational landscape. Corporate Reputation Review, 1(1/2), 5–13. https://doi.org/10.1057/palgrave.crr.1540024
• Fombrun, C. J. ve Pan, M. (2006). Corporate reputations in China: How do consumers feel about companies?. Corporate Reputation Review, 9(3), 165–170. https://doi.org/10.1057/palgrave.crr.1550024
• Fombrun, C. J., Gardberg, N. A. ve Sever, J. M. (2000). The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241–255. https://doi.org/10.1057/bm.2000.10
• Fombrun, C. J., Ponzi, L. J. ve Newburry, W. (2015a). Stakeholder tracking and analysis: The RepTrak® System for measuring corporate reputation. Corporate Reputation Review, 18(1), 3–24. https://doi.org/10.1057/crr.2014.21
• Fombrun, C. J., Prado, F. ve Ponzi, L. J. (2015b). CEO RepTrak®: Assessing the reputation of top executives. M. Fetscherin (Ed.), CEO branding: Theory and practice (s. 118–133) içinde. New York, NY: Routledge.
• Friedman, A. L. ve Miles, S. (2001). Socially responsible investment and corporate social and environmental reporting in the UK: An exploratory study. British Accounting Review, 33(4), 523–548. https://doi.org/10.1006/bare.2001.0172
• Gaines-Ross, L. (1997). Part III: Measuring and valuing reputations: Leveraging corporate equity. Corporate Reputation Review, 1(1), 51–56. https://doi.org/10.1057/palgrave.crr.1540016
• Gardberg, N. A. (2006). Reputatie, reputation, réputation, reputazione, ruf: A cross-cultural qualitative analysis of construct and instrument equivalence. Corporate Reputation Review, 9(1), 39–61. https://doi.org/10.1057/palgrave.crr.1550009
• Gotsi, M. ve Wilson, A. M. (2001). Corporate reputation: Seeking a definition. Corporate Communications: An International Journal, 6(1), 24–30. https://doi.org/10.1108/13563280110381189
• Gray, E. R. ve Balmer, J. M. T. (1998). Managing corporate image and corporate reputation. Long Range Planning, 31(5), 695–702. https://doi.org/10.1016/S0024-6301(98)00074-0
• Hooghiemstra, R. (2000). Corporate communication and impression management — new perspectives why companies engage in corporate social reporting. Journal of Business Ethics, 27(1/2), 55–68. https://doi.org/10.1023/A:1006400707757
• İtibar. (t.y.). Türk Dil Kurumu (TDK) güncel Türkçe sözlük içinde. Erişim adresi: https://sozluk.gov.tr
• Jones, B., Temperley, J. ve Lima, A. (2009). Corporate reputation in the era of Web 2.0: The case of Primark. Journal of Marketing Management, 25(9/10), 927–939. https://doi.org/10.1362/026725709X479309
• Kanto, D. S., de Run, E. C. ve Isa, A. H. b. M. (2016). The Reputation Quotient as a corporate reputation measurement in the Malaysian banking industry: A confirmatory factor analysis. Procedia - Social and Behavioral Sciences, 219, 409–415. https://doi.org/10.1016/j.sbspro.2016.05.062
• Karayel-Bilbil, E., Sütcü, C. S. ve Dayanç-Kıyat, B. (2013). Türkiye’de telekomünikasyon sektöründe kurumsal itibar katsayısı ve marka sadakati üzerine bir araştırma. Öneri Dergisi, 10(39), 163–175. Erişim adresi: https://dergipark.org.tr/tr/pub/maruoneri
• King, B. G. ve Whetten, D. A. (2008). Rethinking the relationship between reputation and legitimacy: A social actor conceptualization. Corporate Reputation Review, 11(3), 192–207. https://doi.org/10.1057/crr.2008.16
• Kowalczyk, S. J. ve Pawlish, M. J. (2002). Corporate branding through external perception of organizational culture. Corporate Reputation Review, 5(2/3), 159–174. https://doi.org/10.1057/palgrave.crr.1540172
• Kreps, D. M. ve Wilson, R. (1982). Reputation and imperfect information. Journal of Economic Theory, 27(2), 253–279. https://doi.org/10.1016/0022-0531(82)90030-8
• Landon, S. ve Smith, C. E. (1998). Quality expectations, reputation, and price. Southern Economic Journal, 64(3), 628–647. https://doi.org/10.2307/1060783
• Lange, D., Lee, P. M. ve Dai, Y. (2011). Organizational reputation: A review. Journal of Management, 37(1), 153–184. https://doi.org/10.1177/0149206310390963
• Luchs, C., Stuebs, M. ve Sun, L. (2009). Corporate reputation and earnings quality. Journal of Applied Business Research, 25(4), 47–54. https://doi.org/10.19030/jabr.v25i4.1016
• Markwick, N. ve Fill, C. (1997). Towards a framework for managing corporate identity. European Journal of Marketing, 31(5/6), 396–409. https://doi.org/10.1108/eb060639
• Michelon, G. (2011). Sustainability disclosure and reputation: A comparative study. Corporate Reputation Review, 14(2), 79–96. https://doi.org/10.1057/crr.2011.10
• Milgrom, P. ve Roberts, J. (1982). Predation, reputation, and entry deterrence. Journal of Economic Theory, 27(2), 280–312. https://doi.org/10.1016/0022-0531(82)90031-X
• Nikolaeva, R. ve Bicho, M. (2011). The role of institutional and reputational factors in the voluntary adoption of corporate social responsibility reporting standards. Journal of the Academy of Marketing Science, 39(1), 136–157. https://doi.org/10.1007/s11747-010-0214-5
• Oliver, C. (1991). Strategic responses to institutional processes. Academy of Management Review, 16(1), 145–179. https://doi.org/10.2307/258610
• Pérez, A. (2015). Corporate reputation and CSR reporting to stakeholders: Gaps in the literature and future lines of research. Corporate Communications: An International Journal, 20(1), 11–29. https://doi.org/10.1108/CCIJ-01-2014-0003
• Piechocki, R. (2004). Transparency of annual sustainability reports. Corporate Reputation Review, 7(2), 107–123. https://doi.org/10.1057/palgrave.crr.1540215
• Ponzi, L. J., Fombrun, C. J. ve Gardberg, N. A. (2011). RepTrak™ Pulse: Conceptualizing and validating a short-form measure of corporate reputation. Corporate Reputation Review, 14(1), 15–35. https://doi.org/10.1057/crr.2011.5
• Reputation. (t.y.). Oxford learner’s dictionaries içinde. Erişim adresi: https://www.oxfordlearnersdictionaries.com/definition/english/reputation?q=reputation
• Rindova, V. P., Williamson, I. O., Petkova, A. P. ve Sever, J. M. (2005). Being good or being known: An empirical examination of the dimensions, antecedents, and consequences of organizational reputation. Academy of Management Journal, 48(6), 1033–1049. https://doi.org/10.5465/amj.2005.19573108
• Roberts, P. W. ve Dowling, G. R. (2002). Corporate reputation and sustained superior financial performance. Strategic Management Journal, 23(12), 1077–1093. https://doi.org/10.1002/smj.274
• Sabate, J. ve Puente, E. (2003). Empirical analysis of the relationship between corporate reputation and financial performance: A survey of the literature. Corporate Reputation Review, 6(2), 161–177. https://doi.org/10.1057/palgrave.crr.1540197
• Shamma, H. M. (2012). Toward a comprehensive understanding of corporate reputation: Concept, measurement and implications. International Journal of Business and Management, 7(16), 151–169. https://doi.org/10.5539/ijbm.v7n16p151
• Staw, B. M. ve Epstein, L. D. (2000). What bandwagons bring: Effects of popular management techniques on corporate performance, reputation, and CEO pay. Administrative Science Quarterly, 45(3), 523–556. https://doi.org/10.2307/2667108
• Toms, J. S. (2002). Firm resources, quality signals and the determinants of corporate environmental reputation: Some UK evidence. British Accounting Review, 34(3), 257–282. https://doi.org/10.1006/bare.2002.0211
• Turban, D. B. ve Greening, D. W. (1997). Corporate social performance and organizational attractiveness to prospective employees. Academy of Management Journal, 40(3), 658–672. https://doi.org/10.5465/257057
• United Nations World Tourism Organization (UNWTO). (1999). Resolutions adopted by the General Assembly at its thirteenth session. Erişim adresi: https://webunwto.s3-eu-west-1.amazonaws.com/imported_images/45221/13res.pdf
• UNWTO. (t.y.-a). Background of the Global Code of Ethics for Tourism. Erişim adresi: https://www.unwto.org/background-global-code-ethics-tourism
• UNWTO. (t.y.-b). World Committee on Tourism Ethics (WCTE). Erişim adresi: https://www.unwto.org/world-committee-tourism-ethics
• UNWTO. (t.y.-c). Private sector signatories of the Commitment. Erişim adresi: https://www.unwto.org/private-sector-signatories-of-the-commitment
• UNWTO. (t.y.-d). Private sector signatories of the Commitment: Turkey. Erişim adresi: https://www.unwto.org/private-sector-signatories-of-the-commitment?query=&country%5B%5D=257
• UNWTO. (t.y.-e). Ethics convention. Erişim adresi: https://www.unwto.org/ethics-convention
• UNWTO. (t.y.-f). Convention on Tourism Ethics—FAQ. Erişim adresi: https://www.unwto.org/frequently-asked-questions
• Walker, K. (2010). A Systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate Reputation Review, 12(4), 357–387. https://doi.org/10.1057/crr.2009.26
• Walsh, G. ve Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: Scale development and validation. Journal of the Academy of Marketing Science, 35(1), 127–143. https://doi.org/10.1007/s11747-007-0015-7
• Walsh, G., Beatty, S. E. ve Shiu, E. M. K. (2009). The customer-based corporate reputation scale: Replication and short form. Journal of Business Research, 62(10), 924–930. https://doi.org/10.1016/j.jbusres.2007.11.018
• Wang, D. H-M., Yu, T. H-K. ve Chiang, C-H. (2016). Exploring the value relevance of corporate reputation: A fuzzy-set qualitative comparative analysis. Journal of Business Research, 69(4), 1329–1332. https://doi.org/10.1016/j.jbusres.2022.07.025
• Wartick, S. L. (1992). The relationship between intense media exposure and change in corporate reputation. Business & Society, 31(1), 33–49. https://doi.org/10.1177/000765039203100104
• Wartick, S. L. (2002). Measuring corporate reputation: Definition and data. Business & Society, 41(4), 371–392. https://doi.org/10.1177/0007650302238774
• Weigelt, K. ve Camerer, C. (1988). Reputation and corporate strategy: A review of recent theory and applications. Strategic Management Journal, 9(5), 443–454. https://doi.org/10.1002/smj.4250090505