Abstract:

The changing and developing brand understanding includes the product or service that consumers today have offered in their expectations from the brands they now prefer, as well as their responsibility for the various social problems and their responsibility for these problems. The importance of social responsibility comes to us once again. The concept of social responsibility has gained a different dimension with the concept of "corporate social responsibility" that has evolved over time. In recent years, the social responsibility work contributed to the image of the brand has come to an unforgettable situation. In order to create a trust promise by the brand, the social responsibility campaigns are prepared in a strong and remarkable way in order to form the brand image that is necessary for the brand to be able to hold it, it has also become the back bone of the brand. It is a remarkable fact that social responsibility work has a great importance for brands. The existence of a brand’s social responsibility work is of great importance in terms of the trust of that brand and the creation of affiliation between the consumer brand, the creation of a strong image and the management of reputation. In this study, after information on how brands carry out social responsibility activities, the focus will be on the social responsibility work that the Turkcell brand carries out and the trust, image and reputation that these works give the brand. Keywords: Corporate Social Responsibility, Turkcell, Brand, Imaging, Volunteering.