Özet:

Purpose - to sustainable growth and success in a similar goods and services offered environment, but it is possible with a different perception from the competitors in the presence of the customer. The design, image, and reputation of an institution come at the forefront of the main factors that make this differentiation. Especially when the price, quality, benefit, after-sales service, guarantee are close to each other, the influence of the company’s reputation on the consumer’s preference is greatly. Our study has studied the direct impact of corporate design on the formation of corporate reputation and the indirect impact of corporate design on the formation of corporate reputation through the corporate image. Method - In our study, first literature scan created the conceptual framework, pilot application within the framework of construction validity and subsequently responding to the survey sent through social networks and electronic mail, 804 people took the field work as a sample. The data was then analyzed with the SPSS 22.0 and AMOS 22.0 software, the data obtained reliability analysis, the KMO test, the explanatory factor analysis, the correlation analysis, the verifying factor analysis, the hypotheses were tested with the structural equality model and the result was observed that some hypotheses were fully accepted, while some were partially accepted. The findings - The result of our study has shown that there is a strong relationship between corporate design and corporate reputation formation at the middle level, between corporate image and corporate reputation formation, and between corporate design and corporate image a strong link again. The most important outcome of our research is the statistically meaningful outcome that corporate design affects the formation of corporate reputation. Another result is the discovery that corporate design affects the corporate image. Another important result of our research is that it has been statistically verified that the corporate image affects the formation of corporate reputation.

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