The relationship between corporate identity and corporate reputation: A research on Gümüşhane University

The main purpose of this study, which is based on the assumption that corporate identity can be an effective factor on corporate reputation and a meaningful relationship between them, is to determine the perceived reputation level of Gümüşhane University's academic and administrative staff, and important factors in corporate identity. In this context, the effect of corporate reputation on corporate identity and the relationship between corporate reputation and corporate identity gain an important dimension. Administrative and academic staff working at Gümüşhane University were included in the scope of the study. In the study, data were collected using the questionnaire technique, one of the quantitative data collection methods. The data obtained were analyzed using the SPSS 20 (Statistical Package for Social Sciences) program. In these analyzes, it was tried to find answers to the research questions by using analysis techniques to determine the relationships between the variables, the differences between the variables and the effects of the variables on each other. As a result of the research, it was concluded that there is a positive and significant relationship between the dimensions (emotional attraction, leadership, products and services, reliability, social responsibility, vision and corporate identity) that make up the corporate reputation perceptions of the participants. In addition, it was concluded that the perceptions of corporate reputation and corporate identity of the participants were at a high level.