İşletmelerde kurumsal imaj ve oluşumundaki ana etkenler, bir örnek olay incelemesi: Sheraton Ankara Hotel and Towers

Abstract

The study titled "Corporate Image in Business Enterprises and the Main Parameters on It's Formation", investigates the corporation image under the light of like related concepts such as corporation identity, corporate culture, brand image, social responsibility conscience and public relations. The relational levels of these concepts to corporate image concept are also examined and the findings of a case study on Sheraton Ankara Hotel & Towers were evaluated in this context. In the first three parts of the study, image, corporate image, brand image, corporate identity, corporate culture, social responsibility conscience in business enterprises, corporate image management and public relations concepts were defined and discussed. In the fourth part, The Public Relations for Corporate Image of Sheraton Ankara Hotel & Towers was investigated by using the case study research method. Additionally, other similar studies on the subject were also evaluated. In the case study, some concepts, which are evaluated in the theoretical framework of the thesis, were assessed in connection with the important points on corporate image and the activity categories of corporate image formation. In similar context, the activities that have been realized by Sheraton Ankara Hotel & Towers, are examined to reveal the corporate' s understanding of image and the perceptive of social responsibility conscience. The findings from the interviews of corporate' s public relations managers and other employees and from the observations of the event area were used to reveal the perceptive of corporate image wholly. On the other hand, the web site (www.sheratonankara.com) of the corporation was evaluated in connection with corporation image. In the study, it is claimed that the activities towards corporation identity and corporation image can only be successful if they are realized in integration and in coordination with each other, even if they are different concepts. Parallel to this, it is also claimed that success of activities on corporate image can be achieved by narrowing the distance between "the real image" as the present image in the societyand "the ideal image" as the aimed image. In this context, the case study of Sheraton Ankara Hotel & Towers revealed that there are firm relations between corporate identity and corporate image and between real image and ideal image. It is concluded that the case study of Sheraton Ankara Hotel & Towers supports our hypothesis that "in order to successfully reach the ideal corporate image, related concepts; brand image, corporate culture, corporate identity, social responsibility conscience of corporation and public relations have to be taken into consideration in integration." Is found that Sheraton Ankara Hotel & Tower's corporate image has been formed by an integrative approach based on the related corporate concepts.