The ınternal and external shareholders Perceptions regarding corporate reputation in educational organizations

The aim of this study is to determine the internal and external shareholders?perceptions regarding corporate reputation in educational organizations and to determine thedifferences between these shareholders? perceptions. With this aim, the literatüre wasresearched and a poll was used by the researcher, in the end this difference was described. Forthis study, one private school and one public school selected from the schools in the city ofKahramanmaras. The data gathered from 102 principals, 57 teachers, 258 students and 157parents of students (student guardian); they were analysed using SPSS for Windows (10.0)Programme. The results of analysis revealed that there are significiant differences as statisticalbetween internal shareholders? perceptions related to corporate reputation in private school. Ifevaluated as a whole the external shareholders? perceptions in private school, except forperceptions related to emotional appeal and corporate ethics at the determined corporatereputation; job variable had no effect. If evaluated as a whole the internal shareholders?perceptions in public school at the determined corporate reputation, at the perceptions relatedto social responsibility, emotional appeal, job atmosphere and quality of management; jobvariable had no effect. If evaluated as a whole the external shareholders? perceptions in publicschool at the all other dimensions except for perceptions related to emotional appeal at thedetermined corporate reputation; job variable had no effect. There are significiant differencesas statistical between the internal and external shareholders? total perceptions related tocorporate reputation in private and public school.Key words: Corporate Reputation, Reputation Management, Perception, Shareholder.