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

Year 2020, Volume: 27 Issue: 2, 219 - 238, 24.08.2020

Berat Çiçek , Vedat Almalı

https://doi.org/10.18657/yonveek.543841

Cited By: 3

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

References

• Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European journal of marketing, 46(7/8), 1048-1063.
• Akyıldız, M., & Marangoz, M. (2007). Algılanan şirket imajı ve müşteri tatmininin müşteri sadakatine etkileri.
• Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
• Arendt, S., & Brettel, M. (2010). Understanding the influence of corporate social responsibility on corporate identity, image, and firm performance. Management Decision, 48(10), 1469-1492.
• Balmer, J. M. (1998). Corporate identity and the advent of corporate marketing. Journal of Marketing Management, 14(8), 963-996.
• Balmer, J. M., & Gray, E. R. (1999). Corporate identity and corporate communications: creating a competitive advantage. Corporate Communications: An International Journal, 4(4), 171-177.
• Balmer, J. M., & Greyser, S. A. (2006). Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European journal of marketing, 40(7/8), 730-741.
• Barich, H., & Kotler, P. (1991). A framework for marketing image management. MIT Sloan Management Review, 32(2), 94.
• Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
• Bayram, N. (2010). Yapısal eşitlik modellemesine giriş amos uygulamaları: Ezgi Kitabevi.
• Blanca, M. J., Arnau, J., López-Montiel, D., Bono, R., & Bendayan, R. (2013). Skewness and kurtosis in real data samples. Methodology.
• Brislin, R. W. (1980). Translation and content analysis of oral and written materials. In J. W. Berry & H. C. Triandis (Eds.), Handbook of cross-cultural psychology (Vol. 2, pp. 389-444).
• Burmaoğlu, S., Polat, M., & Meydan, C. H. (2013). Örgütsel davranış alanında ilişkisel analiz yöntemleri ve türkçe yazında aracılık modeli kullanımı üzerine bir inceleme.
• Cain, M. K., Zhang, Z., & Yuan, K.-H. (2017). Univariate and multivariate skewness and kurtosis for measuring nonnormality: Prevalence, influence and estimation. Behavior research methods, 49(5), 1716-1735.
• Carpenter, J. E. (2013). The role of corporate image perceptions in selection: Testing an impression formation model. University of Akron,
• Coleman, J. (2013). Six components of a great corporate culture. Harvard Business Review, 5(6), 2013.
• Cornelissen, J. P., Haslam, S. A., & Balmer, J. M. (2007). Social identity, organizational identity and corporate identity: Towards an integrated understanding of processes, patternings and products. British journal of management, 18, 1-16.
• Craney, T. A., & Surles, J. G. (2002). Model-Dependent variance inflation factor cutoff values. Quality Engineering, 14(3), 391-403. doi:10.1081/QEN-120001878
• Cunha, R. C., & Cooper, C. L. (2002). Does privatization affect corporate culture and employee wellbeing? Journal of Managerial Psychology, 17(1), 21-49.
• Dukerich, J. M., & Carter, S. M. (2000). Distorted images and reputation repair. The expressive organization: Linking identity, reputation, and the corporate brand, 97-112.
• Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative science quarterly, 239-263.
• Efron, B., & Tibshirani, R. (1986). Bootstrap methods for standard errors, confidence intervals, and other measures of statistical accuracy. Statistical science, 54-75.
• Ettenson, R., & Knowles, J. (2008). Dont confuse reputation with brand. MIT Sloan Management Review, 49(2), 19.
• Falk, C. F. (2017). Mediation analysis. Retrieved from http://www.psych.mcgill.ca/perpg/fac/falk/mediation.html
• Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The Reputation Quotient SM: A multi-stakeholder measure of corporate reputation. Journal of brand management, 7(4), 241-255.
• Fombrun, C. J., & Van Riel, C. B. (2004). Fame and fortune: How Successful Companies Build Winning Reputations. New Jersey: FT Prentice Hall.
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
• Ghosh, S., & Srivastava, B. K. (2014). Construction of a reliable and valid scale for measuring organizational culture. Global Business Review, 15(3), 583-596.
• Gray, E. R., & Balmer, J. M. (1998). Managing corporate image and corporate reputation. Long Range Planning, 31(5), 695-702.
• Guiso, L., Sapienza, P., & Zingales, L. (2015). The value of corporate culture. Journal of Financial Economics, 117(1), 60-76.
• Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6 ed.). NJ: Upper Saddle River, Pearson Prentice Hall.
• Hatch, M. J., & Schultz, M. (1997). Relations between organizational culture, identity and image. European journal of marketing, 31(5/6), 356-365.
• Hatch, M. J., & Schultz, M. (2002). The dynamics of organizational identity. Human relations, 55(8), 989-1018.
• Hepkon, Z. (2003). Kurumsal kimlik inşasını belirleyen faktörler: bir literatür taraması. İstanbul Ticaret Üniversitesi Dergisi, 2(4), 175-211.
• Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
• Iacobucci, D., Saldanha, N., & Deng, X. (2007). A meditation on mediation: Evidence that structural equations models perform better than regressions. Journal of Consumer Psychology, 17(2), 139-153.
• Ind, N. (1990). The corporate image: Strategies for effective identity programmes: Kogan Page London.
• Javalgi, R. G., Traylor, M. B., Gross, A. C., & Lampman, E. (1994). Awareness of sponsorship and corporate image: An empirical investigation. Journal of advertising, 23(4), 47-58.
• Karakaş, Y. E. ve Çiçek, B . (2020). İmaj ve sosyal sorumluluk sadakat yaratabilir mi? Sivil havayolu işletmeleri örneği. Türk Turizm Araştırmaları Dergisi, 4(2), 1160-1179.
• Kazoleas, D., Kim, Y., & Anne Moffitt, M. (2001). Institutional image: a case study. Corporate Communications: An International Journal, 6(4), 205-216.
• Keller, K. L., Parameswaran, M., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity: Pearson Education India.
• Kotter, J. P. (2008). Corporate culture and performance. NY, USA: Simon and Schuster.
• Leuthesser, L., & Kohli, C. (1997). Corporate identity: The role of mission statements. Business Horizons, 40(3), 59-67.
• MacInnis, D. J., & Price, L. L. (1987). The role of imagery in information processing: Review and extensions. Journal of consumer research, 13(4), 473-491.
• Mallinckrodt, B., Abraham, W. T., Wei, M., & Russell, D. W. (2006). Advances in testing the statistical significance of mediation effects. Journal of Counseling Psychology, 53(3), 372.
• Marconi, J. (2002). Reputation marketing: Building and sustaining your organization's greatest asset. New York: McGraw-Hill New York.
• Marin, L., & Ruiz, S. (2007). "I need you too!" Corporate identity attractiveness for consumers and the role of social responsibility. Journal of business ethics, 71(3), 245-260.
• Markwick, N., & Fill, C. (1997). Towards a framework for managing corporate identity. European journal of marketing, 31(5/6), 396-409.
• Marsh, H. W., Balla, J. R., & McDonald, R. P. (1988). Goodness-of-fit indexes in confirmatory factor analysis: The effect of sample size. Psychological bulletin, 103(3), 391.
• Martin, J., & Siehl, C. (1983). Organizational culture and counterculture: An uneasy symbiosis. Organizational dynamics, 12(2), 52-64.
• Marziliano, N. (1998). Preface: Managing the corporate image and identity: A borderline between fiction and reality. International Studies of Management & Organization, 28(3), 3-11.
• Morgan, P. I. (1994). Organizational culture. In Management in Health Care (pp. 488-503): Springer.
• Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers' retention decisions in services. Journal of retailing and Consumer Services, 8(4), 227-236.
• Pruzan, P. (2001). Corporate reputation: image and identity. Corporate reputation review, 4(1), 50-64.
• Ravasi, D., & Schultz, M. (2006). Responding to organizational identity threats: Exploring the role of organizational culture. Academy of management journal, 49(3), 433-458.
• Schein, E. H. (2009). The corporate culture survival guide (Vol. 158): John Wiley & Sons.
• Schmitt, B. H., Simonson, A., & Marcus, J. (1995). Managing corporate image and identity. Long Range Planning, 28(5), 82-92.
• Sherman, M. (1999). Reputation: rhetoric versus reality.
• Sivo, S. A., Fan, X., Witta, E. L., & Willse, J. T. (2006). The search for" optimal" cutoff properties: Fit index criteria in structural equation modeling. The Journal of Experimental Education, 74(3), 267-288.
• Spector, A. J. (1961). Basic dimensions of the corporate image. The Journal of Marketing, 47-51.
• Şahin, A. (2010). Örgüt kültürü-yönetim ilişkisi ve yönetsel etkinlik. Maliye Dergisi, 159, 21-35.
• Thøger Christensen, L., & Askegaard, S. (2001). Corporate identity and corporate image revisited-A semiotic perspective. European journal of marketing, 35(3/4), 292-315.
• Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. Journal of Information technology theory and application, 11(2), 5-40.
• Uzoğlu, S. (2001). Kurumsal kimlik, kurumsal kültür ve kurumsal imaj. Kurgu Dergisi, 18, 337-353.
• Worcester, R. (2009). Reflections on corporate reputations. Management Decision, 47(4), 573-589.
• Zinbarg, R. E., Revelle, W., Yovel, I., & Li, W. (2005). Cronbach's α, Revelle's β, and McDonald's ω H: Their relations with each other and two alternative conceptualizations of reliability. Psychometrika, 70(1), 123-133.