The Intermediary Role of Corporate Communication in the Effect of Customer Relations Management on Brand Image

Abstract

In this study, customer relationship management, brand image and corporate communication concepts were examined. Concepts were discussed and detailed information was obtained through a literature review. In the research part, the mediating role of corporate communication in the effect of customer relationship management on brand image was studied. The study sample consisted of 253 participants within the research population and was reached by convenience sampling. In the study, data was collected by survey method, and customer relationship management, brand image and corporate communication scales and sub-dimensions were analyzed. In the study, data analysis was done using the SPSS 22.0 program. According to the results of the analysis, corporate communication has a mediating role in the effect of customer relationship management on brand image.