From public relations perspective effect of corporate image to consumer behavior Ikea example

In today?s globalising economy, companies are bringing in some applications to maintain their entity and take a step further in competitive climate with increase in variety of products, market growing and consumers? becoming conscious. Companies aiming at keeping their customers and gaining new ones with these applications are planning to pioneer innovations following changes. At the beginning of these applications, there is the effort of reaching to image of aimed company.As a result of studies regarding understanding image of company that explains concrete thoughts about company, people?s behaviours to company are understood and interpreted. Public relations step in at the point of transferring company?s image shaped at the basic of company culture to create competition advantage into detected target audience through correct advertising media and strategies. Public relations administrator supports corporate identity studies employing corporate identity to determine the image of company in public opinion and contributes to organizational success employing public relations techniques. In the process of development of company image with corporate culture, it is aimed that in appropriate company atmosphere organizational values will come together with identity, identity will be combined with corporate behaviour, corporate communication and corporate design concepts, corporate philosophy will be at the centre and aimed company image will be reached.The purpose of this study is to find out relationship between consumer behaviour and corporate image. In this study, at first titles forming and supporting company?s image have been discussed, then consumer, reasons of consumer behaviours and sub titles of the reasons have been examined stating the effect of company?s image on consumer behaviour. Finally, IKEA research has been done and survey has been applied to analyse IKEA?s corporate image and the effect of this image on consumer. During the survey conducted in the context of corporate image?s effect on consumer behaviour, the role of corporate image at the reason of consumers? preferring IKEA have been tried to determine. Results have been evaluated as a result of survey conducted.