Investigation of the Effect of Corporate Social Responsibility Intention on Corporate Reputation Perception by Experimental Design

Öz

The research aims to reveal how the level of perception of the meaning of corporate social responsibility activities by businesses affects corporate reputation. The research was conducted on Kütahya Dumlupınar University Faculty of Economics and Administrative Sciences Department students. Research data were collected from 190 people who agreed to participate on voluntarily. Control group design, one of the experimental design methods, was used in the research. Volunteers who agreed to participate in the study were randomly divided into two groups as experimental and control groups. The differences in the perceptions of reputation and corporate social responsibility of the control and experimental groups were compared. In the research, it has been found that the purpose of doing corporate social responsibility activities is that the different perceptions of individuals also differentiate their perceptions of reputation. In the research, it has been concluded that corporate social responsibility activities have an essential place in shaping the perception of reputation against businesses. It is seen that the purpose of the activities carried out may be perceived differently by individuals, and this difference will affect the reputation.

Anahtar Kelimeler

• Corporate Raputation
• Corporate Social Responsibility
• Design of Experiments

Kurumsal Sosyal Sorumluluk Niyetinin Kurumsal İtibar Algısına Etkisinin Deneysel Tasarım ile İncelenmesi

Öz

Araştırmanın amacı, işletmelerin yaptığı kurumsal sosyal sorumluluk faaliyetlerinin yapılış amacının bireyler tarafından algılanış düzeyinin kurumsal itibarı nasıl etkilediğini ortaya koymaktır. Araştırma Kütahya Dumlupınar Üniversitesi İİBF İşletme Bölümü öğrencileri üzerinde yapılmıştır. Araştırma verileri gönüllülük esasına göre katılmayı kabul eden 190 kişi üzerinden toplanmıştır. Araştırmada deneysel tasarım yöntemlerinden kontrol grubu tasarımı kullanılmıştır. Araştırmaya katılmayı kabul eden gönüllüler tesadüfi olarak deney ve kontrol grubu olarak ikiye ayrılmıştır. Kontrol ve deney grubunun itibar ve kurumsal sosyal sorumluluk algılarındaki farklar karşılaştırılmıştır. Araştırmada kurumsal sosyal sorumluluk faaliyetlerinin yapılmasındaki amacı bireylerin farklı algılaması itibar algılarını da farklılaştırdığı tespit edilmiştir. Araştırmada işletmelere karşı oluşan itibar algısının şekillenmesinde kurumsal sosyal sorumluluk faaliyetlerinin önemli bir yeri olduğu sonucuna ulaşılmıştır. Yapılan faaliyetlerin ne amaçla yapıldığının bireyler tarafından farklı algılanabileceği ve bu farkın itibarı etkileyeceği görülmektedir.

Anahtar Kelimeler

• Kurumsal İtibar
• Kurumsal Sosyal Sorumluluk
• Deneysel Tasarım
• Corporate Raputation
• Corporate Social Responsibility
• Design of Experiments

Kaynakça

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