期刊名称：Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
电子版ISSN：2564-6931
出版年度：2014
卷号：7
期号：3
DOI：10.25287/ohuiibf.211499
语种：English
出版社：Ömer Halisdemir Üniversitesi
摘要：In a rapidly changing world,businesses endeavor to fulfill their social responsibilities by carrying out various activities that seek to resolve social problems,while also working to create a positive corporate image and brand perception by satisfying the emotional expectations of their consumers. In time,the activities of Makalenin geliş tarihi: 10.06.2014 — Kabul tarihi: 29.09.2014 * Bu çalışma,Gonca Şükriye Akkoyunlu tarafından Gazi Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı Pazarlama Bilim Dalında Yrd. Doç. Dr. Selma Kalyoncuoğlu’nun danışmanlığında hazırlanan “İşletmelerin Kurumsal Sosyal Sorumluluk Çalışmalarının Marka Algısı Üzerine Etkisinin Değerlendirilmesi ve Bir Uygulama Örneği” adlı yüksek lisans tezinden üretilmiştir. † İletişim kurulacak yazar: Yrd. Doç. Dr. Selma Kalyoncuoğlu,Gazi Üniversitesi,İktisadi ve İdari Bilimler Fakültesi,İşletme Bölümü,Ankara,Türkiye. E-posta: selmakalyoncuoglu@gmail.comcompanies at a social level underwent changes such that social responsibility activities also became a marketing strategy. Nowadays,companies speak of “strategic corporate social responsibility.” The aim of this study was to evaluate the effect of strategic corporate social responsibility activities on brand perception,and to assess differences in perception stemming from demographic variables. In this context,our study questionnaire items were prepared by utilizing the corporate social responsibility scale previously used in the studies of Uğur (2007) and of Singh,Sanchez and Bosque (2008);and the brand perception scale developed by Bilgili (2007). After testing the validity and reliability of this study questionnaire,it was administered to 393 participants across Turkey. Based on the study results and analyses,it was determined that the corporate social responsibility activities of businesses in Turkey affect the brand perception of their customers,and that demographic factors are associated with significant differences with regards to the effect of these corporate activities on brand perception.
其他摘要：Hızla değişen dünyada,işletmeler bir yandan toplumsal sorunların çözümüne yönelik faaliyetlerde bulunarak sosyal sorumluluklarını yerine getirirken diğer yandan da tüketicilerin duygusal beklentilerini karşılayarak kurumsal imajlarını ve marka algılarını
关键词：Social Responsibility; Corporate Social Responsibility; Strategic Corporate Social Responsibility; Brand Perception
其他关键词：Sosyal Sorumluluk; Kurumsal Sosyal Sorumluluk; Stratejik Kurumsal Sosyal Sorumluluk; Marka Algısı
