The perception of corporate image by stakeholders: An application at Altın Çini and Seramik A.Ş.

VI ABSTRACT Corporate communication is an instrument of management by means of which all consciously used forms of internal and external communication are harmonized as effectively and efficiently as possible, so as to create a favorable basis for relationships with groups upon which the company is dependent Corporate image is the aggregate perception of identity presentations received by the related target groups. The main goal of tins research is to determine how the perceived image of a company by its stakeholders is like and to investigate whether this perceived image varies according to different stakeholders or not. Furthermore, analyzing of factors which take parts in formation of perceived image is the third goal of this research. The main hypotheses of the research are; 'Hi: There are meaningful differentiations in perceptions of elements of image by different stakeholders', 'H2: The perceived overall image of the company varies according to the demographic characteristics of the stakeholders' and 'H3: The perceived overall image of the company varies according to the past experiences of the stakeholders about the company and according to their degree of familiarity with the company'. In order to measure the variables and to test the hypotheses, a questionnaire consisting of 49 questions was formed and applied to 154 respondents. Obtained data are tested by rjerforming; reliability test, factor analysis, correlation, t-test and anova test. The performed reliability test resulted in a reliability degree of 95.50% and the factor analysis and correlations resulted in the determinants of the image of the company which are; 'innovativeness', 'reliability', 'performance', 'social responsibility', 'employer image' and 'distribution channels'. Furthermore, at the end of the hypotheses tests; the first hypothesis was approved, the second hypothesis was denied and the third one was partially approved.