The importance of employee motivation in establishing a powerful corporate image from corporate communication perspective

In this study, effect of motivation level of employees is aimed to determine over the corporate image. In the research, the level of this effect is specified about Doğuş Automotive's existent corporate image with evaluating motivation levels of employees Doğuş Automotive distributor in Balıkesir. In the first chapter, communication and corporate communication definitions are reviewed as inclusive concepts and purposes, functions and classifications of corporate communication has been mentioned. In addition, scope of corporate communication is explained detailed. In the second part, the scope of image has been identified in conceptual framework and all the image concepts are explained with focusing on corporate image. Additionally, the relationship between corporate communication and corporate image is analyzed. In the third chapter, while focusing the definition of motivation content, motivational factors and processes were explained and motivation theories are detailed from the perspective of employees. In addition, the relationship between employee motivation and corporate image is analyzed in corporate communication framework. In this context, corporate communication has a mission as a unifying and inclusive in this interaction. The research is limited to 312 employees who are working in Doğuş Automotive distributor in Balıkesir with blue and white collar. The purpose of this research is the determine the importance of employee motivation in strengthening the corporate image which has great importance for all institutions and brands form corporate communication perspective. For this purpose, population of this research was established with the all white and blue-collar employees working in Doğuş Automotive. The sample of this study is determined with all white and blue-collar employees in Balıkesir distributor. Likert scale has been used a research method and obtained datas were analyzed and interpreted. According to analysis of results, the level of motivation and perceptions about the corporate image of employees remains at average levels and it would not be right to say that the employee motivation has a high degree of influence in strengthening the corporate image.