Abstract:

The aim of this study is to reveal the meaning of the concepts of image and reputation for consumers. On top of that this study is also tries to find out the impact potential of image, reputation and brand over consumers’ attitudes towards the corporations and as well as the elements that affect image and reputation in building a corporate brand in terms of the perception of consumers. Therefore a survey research, which consists of 48 questions applied on randomly chosen 1208 consumers who live in big cities of Marmara Region of Turkey. It was found in the research that the most important element that increases trust and respect of the corporate brand in general is comments on the social media about a person or a corporation. Regarding the responsibilities of the corporations to their stakeholders, the most important activity that builds trust and respect is sponsoring to various activities.

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