The perceptual structure of corporate reputation: gladness-graded organization deserves the reputation

This study firstly aims to examine what corporate reputation finds a meaning in people’s cognitions in Turkey. Secondly, this study intends to reveal to what extent dimensions of corporate reputation keep on their impact on the reputation. Perceptions of people related to corporate reputation are measured by not only items of “The Reputation Quotient” but also items of prototype instruments that were used to develop “The Reputation Quotient” by Fombrun, Gardberg and Sever are included. Although there are common dimensions to measure reputation as in the Reputation Quotient, especially “Well-behaved” dimension is revealed distinctively as combination of different items. Being well-behaved organization in the mind of people functions as gladness grade. This study will open the way for organizations which items are perceived as more related to corporate reputation and permanent of contribution of these items as short term, medium term or long term for well managed reputation.