Corporate image marketing: A research on the Ankara State Opera and Ballet

As our days rapidly turn into our yesterday, technology sustains its vetriginous speed with innovations. While this speed tests the competetiveness of instutions, its also affects the positive or negative images they create during the competition. The first step in creating their images start with corporate identity elements. The initial points of interaction between the audience and the institution are especially important. In this context, the aim of the study is to determine how the corporate and corpotare identity elements of Ankara State Opera and Ballet are perceived by the audience, taking into account differences in the demographic characteristics. For this purpuse, 403 people answered the questionnaire by using the online questionnaire method. The data were analyzed by using the SPSS 26.0 program. As a result of the anlaysis, it was found that there is a significant difference between the identity elements of the Ankara State Opera and Ballet audience and gender. A significant differences in perceived organizational image and gender. A positive relationship has been established between the corporate appearance, the corpotare communication and the corporate behavior, which are the elements of the corporate identity, and the corporate perceived image. In the relationship between corporate identity elements and perceived corporate image, it is revealed that the monitoring of the representation has a moderating effect only in terms of corporate communication. İt was found that there was no moderator effect for those who watched the opera and ballet performans in the relationship of the corporate behavior and corporate appearance, which are among the elements of corporate identity, with the perceived corporate image.