A study on the relationship between brand value and corporate reputation

The concept of brand value is defined as the contribution of the brand to the financial value of a company while corporate reputation is identified as a phenomenon that includes evaluations that people reflect as "good" or "bad" about the company and has gained a strong place in our decision-making mechanism. Based on the definitions, it can be said that firms should attach great importance to assets such as intangible "brand value" and "corporate reputation" in addition to their tangible assets. Good management of these two concepts is expected to bring sustainable profitability, growth and competitive advantage to companies. This study was conducted to measure the relationship between brand value and corporate reputation based on 354 people who purchased services from Bereket Emeklilik and Hayat Anonim Şirketi. In addition, whether the brand value has an impact on corporate reputation was also examined. In the study, "Corporate Reputation Scale" and "Brand Value Scale" were used. Correlation analysis was used to determine the relationship between the two concepts and linear regression analysis was used to examine the effect of brand value on corporate reputation. In addition, independent groups t-test and one-way analysis of variance were used to determine whether there were differences in perception levels related to corporate reputation and brand value depending on the demographic characteristics of the study group. As a result of the analyzes, it was found that there is a statistically significant relationship between brand value and corporate reputation, that "brand loyalty" and "perceived brand quality" dimensions affect brand reputation subdimensions, and "brand awareness" dimension does not affect corporate reputation subdimensions. Additionally, the results showed that there was a significant difference between the perceptions and demographic characteristics of consumers regarding corporate reputation and brand value in terms of some variables, but not in terms of some variables. As a result, it was observed that the research showed similar results with many studies in the literature.