Perception of corporate image of Yaşar University by different stakeholder groups

Corporate image, which is defined as all the attitudes, behaviours and believes reminding an organization, gained importance as a result of the industrial revolution and the development of communication and information technologies. Especially in 1990s, with the acceleration in the public relations researches, concept of corporate image became an issue being discussed. Corporate image has a crucial function of providing credibility and reliability for either internal or external stakeholders; moreover, it has a vital role in sustaining the reliability of the organization. Regarding these features, corporate image helps organizations protect their sustainability by increasing their competitiveness. Within this context, it has been suggested that as educational institutions, universities? corporate image should be positive. The overall aim of this PhD thesis is to reveal the perceptions of internal and external stakeholders regarding to the corporate image of Yaşar University. The study was conducted within a survey model. During this study, the literature was reviewed, the conceptual framework was put forward and then two Likert-type scales were developed and conducted toward the purpose of the study. The results indicated that generally the stakeholders have a positive image of the university. However, some differences in their image evaluations were seen among the internal and external stakeholder groups and among their sub-groups.