Evaluation of internal and external stakeholder perceptions regarding the corporate indentity and reputation of the university: The case of Yozgat Bozok University

Based on the assumption that corporate identity and corporate reputation can be influential factors on internal and external stakeholders and that there is a meaningful relationship between them, the main objective of this study is to measure the perceived level of reputation and corporate identity among academic and administrative staff, as well as first and final year students at Bozok University. The study includes first and final year students at Bozok University, final year high school students, as well as administrative and academic staff. Data was collected using the survey technique, a quantitative research method. The obtained data was analyzed using the SPSS 22 (Statistical Package For Social Sciences) program. In these analyses, research questions were addressed by employing analysis techniques to determine relationships between variables, differences between variables, and the impact of variables on each other. The purpose of the research is to explain the corporate identity and corporate reputation perceptions that Bozok University has created among its current students, potential students, academic and administrative staff in the institution, and academic staff at other universities since its establishment. Within this context, the aim is to reveal the current perception and develop recommendations to contribute to future corporate communication processes. The dimensions constituting the corporate reputation perceptions of the participants in the study (emotional appeal, vision and leadership, products and services, work environment, financial status, corporate social responsibility, and corporate identity) were revealed as findings in the research. The aim is for these findings to contribute to the university's corporate reputation and identity.