Measurement of relationship of corporate reputation and brand loyalty related to customer perception

The purpose of this study is to investigate the relationship between corporate reputation and brand loyalty based on customer evaluation. The corporate reputation of the X GSM operator serving in the telecommunication sector was measured based on the evaluations of its customers. Then its relationship with brand loyalty was examined. The study consists of three chapters. In the first chapter, the fields in which corporate reputation interacts and the main components of corporate reputation were elucidated by explaining the conceptual framework of corporate reputation. In this chapter, corporate reputation management practices and the importance of corporate reputation management and its benefits for businesses were also mentioned. The second chapter includes the literature about brand loyalty. In this chapter, the brand concept and its structure, the definition of brand loyalty, brand loyalty types, the formation process of brand loyalty, brand loyalty criterias, and the importance and benefits of brand loyalty for companies were explained. The third chapter includes the application of measuring the relationship between corporate reputation and brand loyalty based on customer evaluation. Comments and suggestions regarding the findings of this research were given under the title of results and suggestions. As a result of the study, it was seen that there is a statistically significant positive relationship between brand loyalty and corporate reputation perception.