The impact of cultural and artistic events on corporate image and reputation of municipalities: Model implementation, Eskişehir Municipality

Corporate image and reputation is one of the leading elements of power which help corporations continue their existence. Corporate image and reputation is considerably influenced by services that corporations offer. Moreover, corporate image and reputation significantly affects acceptability of corporations in the vision of target audiences, stakeholders and public opinion. Despite the significance of corporate image and reputation, the importance attached to several services is not given to cultural and artistic events. However, cultural and artistic events organized by municipalities are as significant as other activities and influence corporate image and reputation. The research hereby puts forward this aspect. 831 people who live in the downtown of Eskişehir and who were selected by means of random sampling participated in the study. Frequency percentages of demographic features of findings were examined. Furthermore, factors of corporate image and reputation composed of leadership, communication, physical conditions, quality of service and staff were analyzed through multiple regression. In line with the model suggested, it was found that factors of corporate image and reputation affect corporate image and reputation of cultural and artistic events of Eskişehir Municipality, and cultural and artistic events of Eskişehir Municipality contribute to corporate image and reputation of Eskişehir Municipality. Key Words: Corporate Image, Corporate Reputation, Culture, Art, Eskisehir Municipality