Publication: İtibar yönetimi çerçevesinde öyküleme
Abstract
bar Yönetimi, Öyküleme, Öyküleme Stratejileri ÖZET İTİBAR YÖNETİMİ ÇERÇEVESİNDE ÖYKÜLEME Küresel, tektipleşen dünya şartlarında hedef kitleye sunulan ürün ile kişi arasında ancak duygusal bağının sağlanması ile alıcının -algılaması istenen tarafın- belirlenen mal ve hizmetten yararlanmaya yönlendirilmesi olanaklı olacaktır. Bu görünmez bağı kurumsal kişilik, kimlik, davranış, iletişim, isim, logo, renk ve sloganın oluşturduğu görsel göstergelerin yanısıra kaynağını kurum kültüründen alan kültürel bileşenler yani; semboller, ritüeller, değerler ve kişi/ kahramanlardan oluşan, imajların toplamı olan “itibar” sağlamaktadır. İtibar Yönetimi; sponsorluk, sosyal sorumluluk projeleri, güvenilir kurum sözcüleri ve etkinliklerle kamuoyu önündeki toplam algıları biçimlendirirken; zamanla ve son olarak da; kültür bileşenleri ve kurum kimliği enstrümanlarının uyum içerisinde kurgulanmasına, anlatıcının yani öyküleyenin; anlatı söylemi yani öykünün olduğu çalışmamızın ana konusu olan anlatma edimi yani öykülemeye kadar dönüşüm geçirmiştir. Bu çalışmada itibar yönetimi çerçevesinde, özellikle durağan ve devingen görsel ve dilsel iletilerin kullanıldığı iki öyküleme incelenmiştir. Kişilerin öykülenmiş iletilere bakış açıları irdelenerek; bireylerin kurum kültüründen gelen kültürel bileşenleri ve kurum kimliği unsurlarıyla birlikte; öyküleme ile itibarları arasında bir bağ kurdukları ve kurumun, kurum kahramanının, ürününün öyküsünden etkilendikleri kendileri ve/ ya da tanıdıkları için satın alabilecekleri gözlenmiştir. Reputation Management, Narration, Narration Strategies
NARRATION WITHIN THE CONTEXT OF REPUTATION MANAGEMENT In today’s world of globalisation, consumers can only than be directed towards purchasing of a product (good or service) if an emotional attachment is established between the product and the consumer. This invisible attachment is principally built up by visual indicators such as corporate identity, character, behaviour, name, logo, color, as well as the corporate reputation that stems from corporate culture encompassing symbols, rituals, values, people/ heroes. Throughout decades, the evolution of “reputation management” has paced through various phases such as sponsorships, corporate social responsibility projects, shaping public perception by respectable corporate figure heads and holding social activities; and finally reached a phase where corporate cultural issues and corporate identity are synthesized in harmony as a narrative which is told by a narrator. This thesis focuses on this final phase namely the narration and its effetcs on consumers’ behaviour. In this thesis, two narratives which use static and dynamic visual and verbal messages were examined with regard to corporate reputation. Consumers’ opinions for product-related narrations were scrutinized. It was found that consumers build up a positive relation between corporate reputation, narration and the corporate identity which includes corporate cultural components. Finally, a positive relation between the consumer behaviour and narratives of the company/ company’s hero was found which result in purchasing the product.
NARRATION WITHIN THE CONTEXT OF REPUTATION MANAGEMENT In today’s world of globalisation, consumers can only than be directed towards purchasing of a product (good or service) if an emotional attachment is established between the product and the consumer. This invisible attachment is principally built up by visual indicators such as corporate identity, character, behaviour, name, logo, color, as well as the corporate reputation that stems from corporate culture encompassing symbols, rituals, values, people/ heroes. Throughout decades, the evolution of “reputation management” has paced through various phases such as sponsorships, corporate social responsibility projects, shaping public perception by respectable corporate figure heads and holding social activities; and finally reached a phase where corporate cultural issues and corporate identity are synthesized in harmony as a narrative which is told by a narrator. This thesis focuses on this final phase namely the narration and its effetcs on consumers’ behaviour. In this thesis, two narratives which use static and dynamic visual and verbal messages were examined with regard to corporate reputation. Consumers’ opinions for product-related narrations were scrutinized. It was found that consumers build up a positive relation between corporate reputation, narration and the corporate identity which includes corporate cultural components. Finally, a positive relation between the consumer behaviour and narratives of the company/ company’s hero was found which result in purchasing the product.