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    Prof.Dr. Özkul

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Abstract


THE FUNCTION OF PUBLIC RELATIONS IN ESTABLISHING CORPORATE REPUTATION: A SHOPPING CENTRE APPLICATION
Parallel to the technological changes experienced today, there is a change in the expectations and desires of the stakeholders who have direct or indirect relations with the institutions. Public Relations techniques offer important contributions both to learning these expectations and desires and to developing strategies to meet them. This contribution also manifests itself in developing corporate reputation, thus providing significant advantages to corporations. Corporate reputation that expresses the perceptions of the stakeholders related to the institution from past to present is a one of the vital elements that must be acquired and managed effectively. Institutions that have a good reputation are more prominent than their competitors and could take remarkable advantages in terms of being preferred. These advantages increase the corporate’s long-term share of the market and ensure high profits. Because of the importance stated above, the research was carried out in order to determine the effect of the activities of public relations to the establishment of corporate reputation. This research was conducted in the form of descriptive research and relational screening. Customers shopping at the NOVADA shopping centre in Konya constituted the population of this research. Convenience sampling method, one of the non-random sampling methods, was used within this population due to time and cost constraints of the researcher, and 300 samples were determined. SPSS 20 statistical program was used in the analysis of the data. Frequency distributions and demographic characteristics of respondents were examined; reliability tests and regression analysis were conducted.

Keywords
Corporate Reputation, Public Relations, Shopping Centres


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