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Abstract


THE CORPORATE REPUTATION OF BOLU ABANT IZZET BAYSAL UNIVERSITY FROM THE POINT OF EXTERNAL STAKEHOLDERS
An important part of strategic management conceptions is corporate reputation. Because, it is widely known that corporate reputation is like a magic value in organisations. This value can even determine the actual financial value of organisations. Corporate reputation is a combination of the values attributed by consumers to organisations. Because of this, consumers are also called external stakeholders by organizations at any sector. Stakeholders are like family members, organizations share many things with them. Stakeholder refers to consumers in the commercial sense, and consumer is of course at the centre of commerce. Stakeholder refers to the “masses to whom service is provided” or shortly target group of the public service. Stakeholders of university are the people they serve for in every sector of life. The purpose of this study is revealing the corporate reputation of Bolu Abant Izzet Baysal University from the aspect of external stakeholders of this institution. For this purpose, a survey is applied using convenience sampling to 397 subjects, and the corporate reputation of Bolu Abant Izzet Baysal University from the point of external stakeholders is analysed. According to the data gathered, the trust of the external stakeholders for the university administration is positive. University is seen as an innovator in its’ service, but the university is seen as weak in its visibility in the media. It is understood that the visibility in the media can increase with planned strategic public relations. Also, it is determined that there is a weak awareness of the university logo and brand.

Keywords
Reputation, Corporate Reputation, University Reputation


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