Abstract:

The concept of reputation has a subjective structure embedded in our decision-making mechanism along with the value we attribute to individuals and companies through perception. Therefore, the concept of reputation has been the subject of study by various disciplines as being embodied the traces of attitudes, behaviors, beliefs, and culture, which are the precursors of value attribution. Leaders or managers have affected the structures of their relationship networks positively or negatively as they might have or not associated their personal reputation with their institutions. Personal reputation affecting the organization's reputation is subject to research with all its variables. Companies using corporate reputations in their activities, strategically tend to reveal the premises and results of corporate reputation. It is expected that the companies researching specific results caused by the corporate reputation and managing the relevant variables will provide the competitive advantage as a result of corporate reputation. In the study, the necessity of evaluating the related concepts and theoretical framework is discussed, based on the assumption that the reputation of the top managers/CEOs is a precursor to corporate reputation. However, it is emphasized that the reputation of the top manager/CEO may differ at the personal and organizational levels in corporate reputation literature, authors specifically highlight that the CEO reputation should be examined within the context of the institutional framework. 

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