Kurumsal İtibar ile Finansal Performans Arasındaki İlişkide İnovasyon Kapasitesinin Aracılık Etkisi

Öz

Bu araştırmanın amacı kaynak temelli yaklaşım kapsamında Türkiye’de faaliyet gösteren firmaların kurumsal itibarlarının, finansal performansları üzerindeki direkt etkisinin yanı sıra, inovasyon kapasitesi üzerinden ortaya çıkabilecek endirekt etkisini ortaya koymaktır. Çalışmada aracılık (mediation) analiz modeli kullanılmıştır. Çalışma 2014-2018 yılları arasında Brand Finance tarafından yayınlanan Turkey 100 (Türkiyenin en İtibarlı Markalar Raporu) listesinde yer alan ve Borsa İstanbul’da işlem gören 35 firmaya ait 175 adet gözlemden oluşmaktadır. Panel EKK “Havuzlanmış Regresyon Modeli” kullanılarak yapılan analiz bulguları, kurumsal itibarın finansal performans üzerinde anlamlı ve pozitif yönlü bir etkisinin olduğunu ve inovasyon kapasitesinin ise bu ilişkide önleyici (supression) bir etkiye sahip olduğunu ortaya koymuştur.

Anahtar Kelimeler

• Kurumsal İtibar
• Finansal Performan
• İnovasyon

The Mediating Effect of Innovation Capacity in the Relationship Between Corporate Reputation and Financial Performance

Abstract

The purpose of this research is to determine the direct effect of corporate reputation on financial performance and as well as the indirect effect that can arise out of innovation capacity of firms operating in Turkey within the framework of resource-based approach. To test these relationships, moderator models were used. The sample of the study consists of 175 observations belonging to 35 companies that are listed in the Turkey 100 list (Turkey's Most Respected Brands Report) published by Brand Finance between 2014-2018 and are listed in BIST. Panel EKK "Pooled Regression Model" was used in the study. The findings of the analysis made using the Panel EKK "Pooled Regression Model" show that corporate reputation has a significant and positive effect on financial performance and innovation capacity has a suppression effect on this relationship.

Keywords

• CORPORATE REPUTATION
• FINANCIAL PERFORMANCE
• INNOVATION

Kaynakça

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