Examining The Effects Of Dimensions Of Corporate Reputation On Firm Performance

Abstract

Corporate reputation (CR) research has received a great deal of attention from scholars in different fields in explaining the positive outcomes of organisational achievement such as increased firm performance (FP). Since CR is created and implemented predominantly by the behaviour and performance of the leaders of that organisation, this study investigates the impact of CR perceptions of middle and top managers on FP. Although the relationship between CR and FP has been documented extensively, the current study differentiates itself by focusing on the reputation perceived by managers or leaders of the firms and its impact on the qualitative and quantitave performance Firms located around Kocaeli, operating in manufacturing industry were surveyed and a total of 181 questionnaires were used to test the predicted relationships. The results of the study indicate that vision and leadership, workplace environment, financial performance and product and services are positively related to quantitative performance. Vision and leadership, workplace environment, product and services are also positively associated with qualitative performance. The study is ended with conclusion and suggestions, study limitations, and directions for future research.