Author(s): Sezin BAYSAL BERKUP

Because of globalization and development of technology in last half century, all of market conditions and businesses are effected deeply. Today, in information age, companies have to endear themselves, by not only production of high quality products but also with maintaining positive public opinions for the satisfaction of target audience. Because of dramatic increase of imitability, all of products and servicesare becoming similar in recent conditions so firms should create strong emotional bonds with their customers and they also should be honorable company. However, reputation management for a company has never been more difficult than today. Companies, who aim to have a good reputation and aim to manage it,are expected tobe successful in many areas; from social responsibility to innovative studies, from using human resources effectively to vision and leadership. In this study, Arçelik A.. belongs to Koç Holding, who take place near the top in ‘Most Reputated Companies’ lists which is determined different institutions and who is the most popular brand in Turkey within the scope of Fombrun&Foss’s ‘6 Stratified Reputation Factor Scale’, are analyzed. In this study, Fombrun’s categoriesare evaluated in the scope of reputation and the effect of these related categories on reputation management of Arçelik A.. are analyzed


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