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Trust in Communication Management

Aydemir Okay

This book aspires to make an expedient contribution to the trust-based body of knowledge. Various disciplines analyze the notion of "trust", by addressing it from their own perspectives. The fact that the importance of multilevel and cross-level perspectives is gaining increasing attention in communication management has led to a call for examining trust across levels of communication analysis. The authors approach trust from the standpoint of different sub-branches of communication discipline, including brand management, public relations research, comparative advertising, health communication, political communication and digital communication. In addition, this book provides empirical evidence from a wide range of cases in Turkey, seeking to both reveal the existing situation in details and open up a world of new questions and lines of enquiry to pursue for future research.

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Çiğdem Karakaya Şatır-Zuhal Gök Demir - The Role of Corporate Reputation on Trust and Behavioural Intentions: A Study on a Private Health Institution in Turkey

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Çiğdem Karakaya Şatır-Zuhal Gök Demir

The Role of Corporate Reputation on Trust and Behavioural Intentions: A Study on a Private Health Institution in Turkey

Abstract Although significant studies have been carried out in the field of corporate reputation, its role on trust and behavioural intentions in health care institutions needs further exploration. Therefore, the aim of this study is to research the role of corporate reputation on trust and behavioural intentions among both the internal and external stakeholders of a private health institution in Turkey. In the study corporate reputation was measured as an attitudinal construct involving cognitive and affective dimensions. The research was carried out in September 2015 using a questionnaire form with 305 respondents. The results of the study indicate that corporate reputation positively affects both trust and behavioural intentions. While the dimension of functional reputation is found to have the highest effect on trust, it is found that the dimension of emotional reputation has the highest effect on behavioural intentions.

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