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

Yıl 2020, , 219 - 238, 24.08.2020

Berat Çiçek , Vedat Almalı

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

Cited By: 3

Öz

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

Anahtar Kelimeler

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

Öz

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.

Anahtar Kelimeler

Corporate Identity, Corporate Image, Organizational Culture, Higher Education Institutions, Structural Equation Model

Kaynakça

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