Measuring corporate reputation: A research on developing a measurement tool for Turkey

The reputation research conducted in Turkey is based on the literature and the reputation scales which are developed abroad, instead of explorative research realized in this country. This research attempts to fill this gap and aims at discovering the ?reputation? and ?reputable company? understandings of people living in Turkey. In other words, the aim is to develop a scale that might measure corporate reputation from the Turkish public and consumer perspective. In order to develop such a scale, it is important to find out the attributes that constitute corporate reputation.The research has been realized in two stages. The first stage has been the focus group stage, which were an opportunity to sit down with people and have them talk about the meanings they assign to reputation, the attributes that affect corporate reputation. The subsequent stage has been the survey stage, in which the findings of focus groups were tested with a larger sample group and the importance of each factor that plays a role in the evaluating a company?s reputation.In the factor analysis, 6 factors, formed of 26 variables, have been found to be affective. These factors are, the Trust, Workplace Environment, Social Responsibility, Innovativeness and Leadership, Awareness and the Connection with the Target Audience, with the order of importance.