Kurumsal Kimlik Oluşturmada Kurumsal İmaj Algısının Rolü: Örgüt Kültürünün Aracılık Etkisi

Abstract

Bu çalışmada kurumsal bir kimlik oluşturabilme çabası için kurumsal imaj algısının önemi ve kurumsal kimlik ile kurumsal imaj ilişkisinde örgüt kültürünün aracılık etkisinin tespit edilmesi amaçlanmıştır. Bu amaç doğrultusunda yüksek öğretim kurumlarının iç paydaşlarının kurumsal imaj, kurumsal kimlik ve örgüt kültürü algılarının ortaya konulmasına yönelik nicel bir araştırma yapılmıştır. Araştırmaya veri toplamak için Muş Alparslan Üniversitesi’nin iç paydaşlarına bir anket çalışması uygulanmıştır. Elde edilen veriler yapısal eşitlik modellemesine göre dizayn edilen araştırma modeliyle analiz edilmiştir. Analizler sonucunda elde edilen bulgulara göre, kurumsal kimliğin inşasında kurumsal imaj algısının önemli bir yere sahip olduğu ve bu ilişkiye örgüt kültürünün aracılık etkisi gösterdiği sonucuna ulaşılmıştır.
Anahtar Kelimeler: Kurumsal Kimlik, Kurumsal İmaj, Örgüt Kültürü, Yükseköğretim Kurumları, Yapısal Eşitlik Modeli
JEL Sınıflandırması: M10, M14, M54

Keywords

• Kurumsal Kimlik
• Kurumsal İmaj
• Örgüt Kültürü
• Yükseköğretim Kurumları
• Yapısal Eşitlik Modeli

Role of Corporate Image Perception in Corporate Identity Creation: Mediating Effect of Organizational Culture

Abstract

In this study, it is aimed to determine the importance of corporate image perception and the mediating effect of organizational culture on the relationship between corporate identity and corporate image. To this end, a quantitative research has been carried out in order to reveal the perceptions of the internal stakeholders of higher education institutions on corporate image, corporate identity and organizational culture. A questionnaire was applied to the internal stakeholders of Muş Alparslan University to collect data. The obtained data were analyzed with the research model designed according to structural equation modeling. According to the findings of the analysis, it is concluded that the corporate image perception has an important place in the construction of the corporate identity and the organizational culture mediates this relationship.

Keywords

• Corporate Identity
• Corporate Image
• Organizational Culture
• Higher Education Institutions
• Structural Equation Model

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