Abstract:

Corporate reputation emerges with corporate identity which shapes around corporate behaviors, policies and decisions in time and the reflection of this identity to stakeholders. In other words, corporate reputation is a whole of perceptions. While in the past the perceptions of stakeholders were shaped through the satisfaction of their basic expectations, nowadays most of the stakeholders and the society expect corporations to operate not only for the maximizing of their own interests, but also for the protecting social interests. For example along with the goods that meet their own expectations customers prefer goods that are not harmful to health and environment. From the perspective of investors, corporate reputation has become one of the important factors of investment decisions because of the widespread opinion that the companies which have a high corporate reputation would also have a high financial performance. When all of these factors are considered, the question about how corporate reputation should be measured arises. When the literature is analyzed, it is seen that only some of the existing indices and measurement models are predominantly used in the studies about the relation between corporate reputation and financial performance. The aim of this study is to propose a corporate reputation measurement model which can also be used in our country. For this reason, firstly the elements of corporate reputation are determined and than the existing indices and measurement models are analyzed and finally a new model is proposed.

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