The relationship between the qualifications that academicians attribute to their universities and academicians' perceptions of corporate reputation and organizational citizenship behaviors

It is important for universities that want to gain a competitive advantage to focus on reputation management. University rankings are helpful, but it will be more effective if each university manages its reputation by positioning itself according to its unique characteristics. The reputation quotient (RQ) scale, which is frequently used in the literature, complicates the understanding of reputation by taking into consideration the antecedents of reputation and the structure itself together. On the other hand, the driving qualities that determine reputation differ depending on culture and context. The main aim of the present study is to question how the qualifications that academicians working at state universities in Turkey attribute to their institutions shape their perception of reputation/prestige and how this is reflected in organizational citizenship behaviors. In line with the aim of the study, corporate reputation was discussed within the framework of a holistic model. In the study, 3 researches were conducted in 2 stages in which the measurement tool was developed and tested. The measurement tool was developed by adopting an exploratory sequential mixed method. Within the framework of the Turkish Higher Education System, the experience areas that determine reputation for academicians at state universities were questioned with a qualitative research, and it was determined that reputation perceptions were shaped based on the functions of the institution, the relationship developed with the institution, and third-party opinions about the institution. It was evaluated that the primary subscale to focus on was the primary experience area due to the similarity in their expectations and the fact that it includes functions that the institution can control. In the second research, the Corporate Reputation Attributes (CRA) scale was developed by focusing on the corporate functions that constitute the critical experience area in shaping reputation perceptions. CRA consists of 5 subscales and 24 expressions, including Working Environment and Governance, Research and Education Capacity, Social Awareness, Innovation and Social Networking, and Recognition. In the third research, the mediating role of perceived corporate reputation and organizational prestige in the effect of the qualifications that academicians attribute to their institutions on organizational citizenship behaviors is examined with the holistic model. It is recommended that universities prioritize reputation management in their strategic plans and base their strategies on current situation analyzes using measurement tools such as CRA.