The Effect of Perceived Corporate Reputation of a Turkish University on Affective Commitment of Students

Abstract

Enterprises, organizations or groups with a common cause focus on creating affective commitment and sense of trust in their customers, followers or employees by building a strong reputation in order to achieve their goals, gain a competitive advantage and prestige, maintain their position or simply persevere. The present study conducted a survey with 214 students to demonstrate the effect of corporate reputation of a Turkish university on its students and reveal students' affective commitment to their university. The study results showed that the students' perceptions of the corporate reputation of their university were evaluated as partially positive for all dimensions of the scale, and the students' affective commitment to their university was significantly and positively related with all dimensions of the corporate reputation scale.