Corporate Image Aspect of Corporate Management in Healthcare Industry: Definition, Measurement and an Empirical Investigation

KILIÇ K. C. , Gürses S.

International Business Research, cilt.6, no.2, ss.31-46, 2013 (Diğer Kurumların Hakemli Dergileri)

  • Cilt numarası: 6 Konu: 2
  • Basım Tarihi: 2013
  • Dergi Adı: International Business Research
  • Sayfa Sayıları: ss.31-46


The concept of corporate image has increasingly been attracting interest in business and management fields, as
identifying how they are perceived by the public, and re-formulating their strategies accordingly is of utmost
importance for the efficient and effective executability of the business functions, enhancement of corporate
performance, and for the sustainability of corporations. Specifically, in healthcare, corporate management
executives are more and more aware of the importance of corporate image and its implications for their
corporations’ life prospects. This important concept, however, has been approached and defined by authors in
multiple different fashions, and due to its largely overlapping attributes, it has also commonly been associated
with other related concepts such as corporate reputation and corporate identity. In this paper, in an effort to
establish an all-encompassing, clear and consistent conceptual definition for corporate image, the authors first
attempt to provide a definitional statement based on a substantial theoretical research, then present a new model
for capturing the corporate image for the corporations operating in the healthcare industry, and finally execute its
initial application on a chain hospital through surveying 710 people in Turkey.
Keywords: corporate image, corporate management, corporate performance, corporate reputation, healthcare