Kurumsal Kimlik Oluşturmada Kurumsal İmaj Algısının Rolü: Örgüt Kültürünün Aracılık Etkisi(Role of Corporate Image Perception in Corporate Identity)

Abstract

In this study, it is aimed to determine the importance of corporate image perception and the mediating effect of organizational culture on the relationship between corporate identity and corporate image. To this end, quantitative research has been carried out in order to reveal the perceptions of the internal stakeholders of higher education institutions on corporate image, corporate identity, and organizational culture. A questionnaire was applied to the internal stakeholders of Muş Alparslan University to collect data. The obtained data were analyzed with the research model designed according to structural equation modeling. According to the findings of the analysis, it is concluded that the corporate image perception has an essential place in the construction of the corporate identity and the organizational culture mediates this relationship.

Keywords

• corporate identity
• corporate image
• organizational culture
• higher education institutions
• structural equation model