Özet:

In this study, the effects of corporate identity strength on corporate reputation, which is a multidimensional concept, are examined. The research was carried out a total of 52 banks: 34 deposit banks, 13 development and investment banks registered and operating in the Turkish Banking System and five participation banks registered and operating in Turkey Participation Banks Association System as of 2016. 209 complete data, obtained from the managers who are in senior, middle or lower management positions of the 52 banks and the corporate customers of these banks, were analyzed with Structural Equation Modeling (YEM). Research analyses were performed by using SPSS and SmartPLS statistical programs. The results of the research show that the corporate identity strength has a very strong positive impact on the product and services, vision and leadership, and financial performance dimensions of corporate reputation, respectively.