Abstract:

In today’s modern marketing environment, as the goods and services offered by the enterprises have a similar structure, the importance of the non-intangible and non-purchasing business assets, especially the reputation concept is increased. Recently, the perceptions of the social stakeholders about the enterprise are among the most important issues and in this context, it can be said that the brand values of the enterprises with strong corporate reputation are high. In this study, the effects of corporate reputation management practices on brand value were investigated. In this context, a literature study on the subject and a field research in the health sector were included. In the application part of the study, the data were analyzed with structural equation model by using SPSS AMOS package program and the effect of corporate reputation management practices on the brand value was higher in private hospitals compared to public hospitals in terms of doctors and managers working in hospitals.

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