摘要：The purpose of this research is to determine the corporate image of secondary schools in Kocaeli according to students’ and parents’ opinions. The population of the research is the private secondary schools in Kocaeli. Of the thirteen private secondary schools, nine of them accepted to participate in the study. The formation of an overall image requires quite a long time; therefore the students of the final grade and their parents amounting to a number of 800 participants were chosen as the sample of the study. The data was collected by a scale developed by the researchers using the existing scales by Kazoleas, Kim and Moffitt (2001). The findings suggest that, of the different types of image, namely the academic quality image, social image, infrastructure and facility image, physical appearance image and programme image, the most positively perceived one was the academic quality image. Appearance image, social image, infrastructure and facility image and programme image followed. Other findings suggest that students’ and parents’ perceptions concerning the school image were different, in that parents had more positive image perceptions than students. Different types of image perceptions differed in terms of gender among students and parents. terms
