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Current Approaches in Social Sciences

Edited By Rasim Yilmaz, Günther Löschnigg, Hasan Arslan and Mehmet Ali Icbay

Current Approaches in Social Sciences is a collection of research papers on a wide range of social issues written by researchers from several different institutions. The book will appeal to educators, researchers, social students and teachers of all subjects and of all levels, who wish to develop personally and professionally. It will also be useful to all those who interact, one way or another, with both students and teachers in a social context.


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Corporate Reputation and Marketing Activities ([İlknur Bilgen] [Ceyda Aysuna Türkyılmaz] [Sahavet Gürdal])


İlknur Bilgen, Ceyda Aysuna Türkyılmaz & Sahavet Gürdal Marmara University Corporate Reputation and Marketing Activities 1. Introduction Corporate reputation has been a popular research area in recent years. Many re- searchers have studied corporate reputation with different dimensions such as personal reputation (Bromley, 2001, p. 316–334); corporate visual identity (Bosch, Jong and Elving, 2005, p. 108–116); financial performance (Eberl and Schwaiger, 2005); consumer nationalism (Wang, 2005); corporate responsibility (Lewis, 2003, p. 356–364; Chernov and Tsetsura, 2012, p. 132–145); ethical branding (Fan, 2006, p. 341–350); organisational performance (Inglis, Morley and Sammut, 2006, p. 934–947); financial resources (Siano, Kitchen and Confetto, 2010, p. 68–82); cor- porate identity and corporate branding (Abratt and Kleyn, 2012, p. 1048–1063); firm performance (Lee and Roh, 2012, p. 649–664); corporate image, projected im- age, construed image, organisational identity and organisational culture (Cian and Cervai, 2014, p. 182–199); customer citizenship behaviour (Bartikowski and Walsh, 2011, p. 39–44); buyers’ perceived value (Hodovic, Mehic and Arslanagic, 2011, p. 351–360); customer behavioural intentions (Keh and Xie, 2009, p. 732–742); loyalty (Bartikowski, Walsh and Beatty, 2011, p. 966–972); and satisfaction (Loureiro and Kastenholz, 2011, p. 575–583; Helm, Garnefeld and Tolsdorf, 2009, p. 69–74). It is fluent that although being a managerial dimension, corporate reputation is affected by marketing activities and it also affects some marketing activities. Therefore, this paper aims to define these relations between corporate reputation and some of the marketing activities. In...

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