Head of Advertising Department Prof. Dr. Hüseyin Dikme, Deputy Head of Advertising Department Asst. Prof. Dr. İpek Sucu and Dr. Berna Gönen presented the paper titled "Corporate Communication, Image And Perceptıon Management In Brands' Sustainable Corporate Social Responsibility Works" at IMASCON. Prof. Dr. Hüseyin Dikme also chaired the congress and took part in the Scientific Committee.
According to the abstract, the activities of managing and changing the attitudes and perceptions of the brand depending on the brand itself or the services it offers are important in the creation of corporate social responsibility studies. Corporate social responsibility studies can mediate social action by solving a social problem or raising awareness about a social problem. In this way, it can ensure that the brand can be a pioneer in meeting the basic needs of the society, thereby achieving gains on the basis of society. Brands can create a positive social awareness in the minds of their target audiences, meet the expectations of the target audience for the areas they need, and ensure a positive perception on the basis of communication. Brands value corporate communication, image and perception management in their corporate social responsibility activities. The brand is well managed, planned and operated; contributes to the image of an institution. With the increasing social awareness today, it is important to be a brand that attaches importance to sustainability in corporate social responsibility studies, manages corporate communication processes effectively to create a long-term and effective corporate image, makes corporate social responsibility an awareness and manages a positive perception in the face of society. In this study, the importance of making a positive perception management in the eyes of the society by providing an effective corporate communication and corporate image by giving importance to sustainability in the corporate social responsibility studies of brands was investigated.
Click to access the statement.
