Özet:

The aim of this study is to create awareness about the impact of agency problem on brand image by determining the reciprocal relationship between agency problem (principal vs agent) and corporate social responsibility. The study will seek answers to the questions whether the agency problem is an obstacle to Corporate Social Responsibility, or whether Corporate Social Responsibility activities deepen agency problem, and what the possible effects of the agency problem on the brand image are. There are many studies in the literature that examine the relationship between Corporate Social Responsibility activities and brand image. However, no study addressing the agency problem was found in this relationship. It is thought that this study will guide both business and marketing academics and professionals, since agency problem, which is the focus of attention of the business discipline, does not find much place in marketing studies. Three propositions were put forward in the study: First; Principal-agent problem causes businesses to stay away from Corporate Social Responsibility. Corporate Social Responsibility creates Principal-Agent problem, and the third one; the principal-agent problem is that they suggest that they negatively affect the brand image. These three propositions are discussed in terms of principal-agent relationship

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