THE RELATIONSHIP OF THE CORPORATE REPUTATION ATTRIBUTES THAT ACADEMICS ASCRIBE TO THEIR UNIVERSITIES WITH THEIR PERCEPTIONS OF CORPORATE REPUTATION AND PRESTIGE AND ORGANIZATIONAL CITIZENSHIP BEHAVIOR

The primary determinant of academics' perceptions of reputation towards the institution they work for is the attributes possessed by the institution. Positive perceptions of reputation shaped by these attributes enhance academics' behaviors that support the institution. The current study examines how the corporate reputation attributes ascribed to their institutions by academics working at state universities in Turkey are reflected in their perceptions of reputation and prestige and the effects of this on organizational citizenship behavior. The 'Corporate Reputation Attributes (CRA)' measurement tool, developed specifically for culture and context, was used to test the determinants of reputation. According to the holistic research model that tests perceived corporate reputation with its antecedents and consequences, the (partial) mediating effect of perceived corporate reputation (PCR) and perceived organizational prestige (POP) was determined in the effect of the corporate reputation attributes (CRA) on organizational citizenship behavior (OCB). Furthermore, multiple (full) mediating effects of perceived corporate reputation and organizational prestige were revealed.