EFFECTS OF CORPORATE IDENTITY/IMAGE ON ADAPTIVE CAPABILITIES THROUGH BRAND VALUE AND CUSTOMER VALUE: A COMPARATIVE STUDY ON TURKEY'S SOUTHEASTERN ANATOLIA AND MARMARA REGIONS

Year 2023, Volume: 3 Issue: 2, 97 - 129, 30.12.2023

Kazım Kılınç , Osman Yılmaz , Pınar Çömez

Abstract

The issue of adapting to the rapid change experienced in today's competitive conditions is of primary importance for the continuity and profitability of enterprises. Achieving this depends on the adaptive capabilities of businesses. Adaptive capabilities are recognized by businesses as the factors that make competitive success permanent in dynamic markets. Adaptive capabilities are expected to develop as a result of corporate identity (image), brand value, customer value and their returns. Although there are many researches in the literature on the mentioned concepts, it is decided to carry out this study because there is no study on the effect of corporate identity and image and brand value on customer value and the effect of customer value on adaptive capabilities. Therefore, it is deemed important to examine whether corporate identity and brand value have a positive impact on customer value and customer value on adaptive capabilities in terms of thesuccess of the enterprises.The aim of this study is to determine the impact of corporate identity and image, brand value, and customer value on adaptive capabilities. The survey form prepared for this purpose was applied to the enterprises located in the Southeastern Anatolia region (SAR) and Marmara Region (MR) which constitute the research population. The data obtained were processed into statistical analysis program data logs. Based on the data, analyses such as frequency, reliability, validity, t-test, one-way variance (ANOVA), regression and correlation were performed. As a result of the analysis, it was concluded that the corporate identity (image) and brand value have an impact on customer value and the customer value has an impact on adaptive capabilities, and there is a positive and meaningful relationship between them. Suggestions were made to businesses based on the results.

Keywords

Corporate Identity and Image, Brand Value, Customer Value, Adaptive Capabilities

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