Abstract:

Purpose - Corporate image; indicates how the organization is perceived by the target audience, internal and external stakeholders, their feelings, thoughts and impressions about the organization. The organizational identity explains the psychological unity of employees with the organization, the harmony in the employee and organization relationship. The purpose of this study is to study the status in a public institution of the impact of the perceptible corporate image on organizational identity. In addition, it is researching whether the corporate image perceptions and identities of participants differ according to demographic variables or not. Method - In the study, the conceptual framework was created first by scanning literature. The survey form used to collect data in the study consists of a total of three sections in which detected organizational identification, detected corporate image and demographic information expressions are included. The Organizational Identity Measurement was developed by Mael and Ashforth (1992) to measure the perception of organizational identity and used in the study by Sökmen, Ekmekçioğlu and Steel (2015) to measure the perception of organizational identity. To measure the corporate image perception, the Organizational Image Scale was developed by Taner Uluçay (2012). The study was conducted with 277 academic and administrative staff working at the University of Karatekin. The findings - The study finds that individuals' corporate image perceptions and organizational identification levels differ according to demographic variables, the perceped institution image affects organizational identification in a positive direction. Debate - The study contributes to literature by finding that the perception of the corporate image differs according to demographic variables, through an examination of a public institution, and that the employers have a positive impact on the level of organizational identification. In this context, institutions seeking to increase the motivation of employees and to raise their levels of organizational identity should pay the necessary importance to the efforts to develop an institution's image that is positively perceived by all stakeholders.

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