Corporate Reputation in Academic Organizations: A Research on Akdeniz University’s Internal and External Stakeholders

In today’s environments, when the technologies used and the products and services presented are similar, organizations tend to increase their abstract assets, which are difficult to imitate in order to gain competitive advantage; at this point, corporate reputation for organizations emerges as an unimitable element. Indeed, corporate reputation is the collective outcome of all individual stakeholder impressions shared as the most valuable singular asset that an organization possesses. It is important to know who the stakeholder groups that create this collective perception are, and what are the anticipatory expectations that they have established with the organization. In this research, it was aimed to analyze the corporate reputation of an academic organization based on the simultaneous perceptions of internal and external stakeholders. Corporate reputation analysis is a descriptive field research. Within the based on convinience sample, 152 administrative staff, 114 academic staff, 400 students and 368 external stakeholders were included in the survey. The corporate reputation scale of Ingenhoff and Sommer (2008) was used as the data collection tool in the survey and the analysis of the data was performed by SPSS 17.0 program. As a result of the research, it is concluded that all stakeholders have a positive perception about academic organization