THE RESEARCH FOR THE EFFECT OF ORGANIZATIONAL CULTURE ON ORGANIZATIONAL PERFORMANCE IN THE CONTEXT ON ORGANIZATIONAL IMAGE AND BRAND

Abstract

Ever institution has an organizational culture that effects the relationship with its stakeholders. The basic element that effects perceptions of organizational internal and external stakeholders about the brand is organizational culture.
In addition to that the concepts of organizational culture, brand and corporate image are studied separately, the studies that measures mutual interactions and their effects on organizational performance are limited edition. In order to fill this gap and contribute to the literature, the impact of organizational culture on the brand and corporate image and the impact of these concepts on innovation and quantitative performance of the organization have been tried to be revealed.
For this purpose, in 2018 a questionnaire was applied to the small, medium and large scale company managers in Adana and Mersin. 362 people from 91 firms participated in the survey. By the research, it has been determined that there is a positive relationship between organizational culture and organizational performance, corporate image, the brand. Besides, it has been detected that corporate image and the brand are positively related to organizational performance; corporate image and the brand have partial intermediate variable effect between organizational culture and organizational performance