APPROACHES OF MEASURING CORPORATE REPUTATION: A LITERATURE REVIEW

Yıl 2015, Cilt: 8 Sayı: 1, 63 - 78, 10.10.2017

B. Aydem Çiftçioğlu Benan Gök

Öz

In related literature
corporate reputation defined as important intangible assets of companies that
gained several benefits to organizations where concepts thought as important
features’ of organizations that must be managed by organizations. Although
there is a lot of debates about the utility of enterprise reputation in the
related literature, there are not enough studies on how and what kind of
measurement method should be preferred in order to maintain the existence of
this source. The limitations of related literature this study consist on to
examine the measurement methods preferred by the researchers in measuring the
corporate reputation. Based on this aimed study investigate 56 articles which
were suggested by the search engine of Uludag University Library was entered
with the keywords “Reputation, Corporate Reputation, Measurement of Corporate
Reputation, Reputation Models, Reputation Management”. Findings showed that
authors were mostly chosen the Fortune Mac scale or the measurement tools based
on the parameters of this scale and 20 percent of the researchers used the
original measurement tools that they developed based on the elements
constituting the corporate reputation in order to measure corporate reputation.
It is thought that the findings obtained within the scope of the research will
shed light on the researcher who wants to work in the corporate reputation.

Anahtar Kelimeler

Reputation, Corporate Reputation, Reputation Management, Reputation Models, Measurement of Corporate Reputation

KURUMSAL İTİBAR ÖLÇÜMLENDİRME YAKLAŞIMLARI ÜZERİNE YAZINSAL BİR İNCELEME

Öz

İşletmeler açısından
önemli bir soyut varlık olarak değerlendirilen kurumsal itibar, kurumlara pek
çok açıdan faydalar yaratmakta, pek çok yazar tarafından örgütsel açıdan
yönetilmesi gereken bir kurumsal özellik olarak değerlendirilmektedir. Ancak
kurumsal itibarın nasıl oluştuğu ve tanımlandığı kadar nasıl yönetilmesi
gerektiği de önemli bir yazınsal sorundur. İlgili yazında kurumsal itibarın
işletmeler açısından sağladığı faydalara ilişkin birçok söylem olmasına rağmen,
söz konusu kaynağın varlığını devam ettirmesi için nasıl ve ne tür bir
ölçümleme yönteminin tercih edilmesi gerektiği konusunda yeterli sayıda çalışma
bulunmamaktadır. Bu kısıttan hareket ile çalışmada Uludağ Üniversitesi
kütüphanesinin aboneliği bulunan veri tabanlarına “İtibar, Kurumsal İtibar,
Kurumsal İtibar Ölçümü, Reputation Models, Reputation Management” anahtar
kelimeleri ile girildiğinde arama motoru tarafından önerilen 56 makale üzerinde
yürütülen bir içerik analizi vasıtasıyla, kurumsal itibarın
ölçümlendirilmesinde araştırmacılar tarafından tercih edilen ölçümleme
yöntemlerinin incelenmesi amaçlanmıştır. Çalışma bulguları incelenen
makalelerde ağırlıklı olarak Fortune Mac ölçeğini ya da bu ölçeğin
parametrelerine dayandırılan ölçümleme araçlarını tercih edildiğini ve yüzde 20
oranında ise araştırmacıların kurumsal itibarı oluşturan unsurlara dayanarak
geliştirdikleri özgün ölçümleme araçlarını kurumsal itibarı ölçümlemek
maksadıyla kullandıklarını göstermektedir. Bu çalışmada elde edilen bulgular
kapsamında, bu alanda çalışmak isteyen araştırmacılara yazınsal anlamda ışık
tutacağı düşünülmektedir.

Anahtar Kelimeler

İtibar, Kurumsal İtibar, İtibar Yönetimi, İtibar Modelleri, Kurumsal İtibar Ölçümü

Kaynakça

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