Deception or Illusion ?

Abstract

Reputation is defined as the collective assesments evaluations on the reliability or credibility of an organization based on its past performance. Its effect on ensuring the stakeholders’ support and loyalty is increasingly recognized. Media is one of the most crucial elements that affect these evaluations since it has a great effect on the general opinion of society, and this effect lays the ground for the emergence of social pressure in any negative situation. Thus, there is a linear relationship between the effect of media on stakeholder groups and the sustainability and perceived reputation of businesses. In this age of information and technology, the ability of consumers to spread a slightest malfunction that they encounter to the entire world by means of internet and especially social media urges the businesses take extremely meticulous measures to protect their perceived reputations. This study is aimed to analyze the effect of the reflection of the results of a worldwide auto manufacturer’s emission test investigation for some vehicles in 2015 on the perceived reputation of the brand. Through logistic regression analysis, it is observed that the news regrading the brand had a negative effect on consumers in Turkey.

Keywords

• Reputation
• Media
• Perceived reputation
• Reputation management