A Multidimensional Analysis of Corporate Reputation Perceptions among the Most Beloved Brands in Türkiye

Öz

This study comparatively examines corporate reputation perceptions of Migros, Trendyol, and Yemeksepeti—three brands randomly selected from among the companies featured in MediaCat’s Lovemarks research, which identifies the most favored and emotionally resonant brands in Türkiye. The study investigates how corporate reputation perceptions differ among these brands across four dimensions—social responsibility, vision and leadership, product and service quality, and financial performance—and explores the extent to which consumer behaviors, including brand usage frequency and spending level, influence these perceptions. Data were collected via a structured questionnaire based on the Corporate Reputation Quotient (RQ) scale developed by Fombrun, Gardberg, and Sever (2000). The sample comprised individuals aged 18 and older who had logged into the Migros, Trendyol, or Yemeksepeti mobile application at least once in the preceding month and had used it for shopping or service purposes. Purposive and snowball sampling methods were employed. Following a screening process in which one ineligible response was removed, analyses were conducted on a final sample of 555 participants. Data were analyzed using SPSS 26.0, with descriptive statistics, ANOVA, correlation analysis, and multiple regression analysis applied. The findings reveal that corporate reputation perceptions differ significantly even among the most favored brands. Trendyol received more favorable evaluations on the vision and leadership and product and service quality dimensions, while Migros distinguished itself on the social responsibility dimension. Brand usage frequency was positively associated with stronger overall corporate reputation perceptions. Although spending level showed no significant relationship with overall corporate reputation, it was positively associated with perceptions of financial performance.

Anahtar Kelimeler

• Corporate Reputation
• Digital Consumer Experience
• Brand Usage Frequency
• Consumer Behavior
• Corporate Communication

Türkiye’nin En Sevilen Markalarında Kurumsal İtibar Algılarının Çok Boyutlu Analizi

Öz

Bu çalışma, Türkiye’de tüketicilerin en sevdiği ve duygusal bağ kurduğu markaları belirleyen MediaCat tarafından yayımlanan Lovemarks araştırmalarında yer alan markalar arasından kura yöntemiyle rastgele seçilen Migros, Trendyol ve Yemeksepeti’ne yönelik kurumsal itibar algılarını karşılaştırmalı olarak incelemektedir. Araştırmanın amacı, sevilen markalar arasında kurumsal itibar algısının sosyal sorumluluk, vizyon ve liderlik, ürün ve hizmet kalitesi ile finansal performans boyutlarında nasıl farklılaştığını ortaya koymak ve ayrıca marka kullanım sıklığı ile kişisel harcama düzeyi gibi tüketici davranışlarının itibar algısı üzerindeki etkilerini belirlemektir. Araştırmanın verileri, Fombrun, Gardberg ve Sever (2000) tarafından geliştirilen Kurumsal İtibar Katsayısı (RQ) ölçeği temel alınarak hazırlanan anket formu aracılığıyla, son bir ay içinde Migros, Trendyol ve Yemeksepeti mobil uygulamalarına en az bir kez giriş yaparak bu uygulamaları alışveriş veya hizmet amacıyla kullanan 18 yaş ve üzeri tüketicilerden amaçlı ve kartopu örnekleme yöntemleriyle toplanmıştır. Ön değerlendirme sonrasında uygun olmayan bir katılımcı çıkarılmış ve analizler 555 kişilik nihai örneklem üzerinden yürütülmüştür. Veriler SPSS 26.0 programı ile analiz edilmiş, betimleyici istatistiklere ek olarak ANOVA, korelasyon ve çoklu regresyon analizleri uygulanmıştır. Bulgular, sevilen markalar arasında dahi itibar boyutlarının anlamlı biçimde farklılaştığını göstermektedir. Trendyol’un özellikle vizyon ve liderlik ile ürün ve hizmet kalitesi boyutlarında daha olumlu değerlendirildiği, Migros’un ise sosyal sorumluluk boyutunda öne çıktığı görülmüştür. Ayrıca marka kullanım sıklığının genel kurumsal itibar algısını anlamlı biçimde güçlendirdiği tespit edilmiştir. Buna karşın kişisel harcama düzeyi ile genel kurumsal itibar algısı arasında anlamlı bir ilişki bulunmamış, ancak harcama düzeyinin markanın finansal performans algısıyla pozitif yönde ilişkili olduğu belirlenmiştir.

Anahtar Kelimeler

• Kurumsal İtibar
• Dijital Tüketici Deneyimi
• Marka Kullanım Sıklığı
• Tüketici Davranışı
• Kurumsal İletişim

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