Corporate Image Marketing: A Research on the Ankara State Opera and Ballet

Abstract

Purpose – As our days rapidly turn into our yesterday, technology sustains its vetriginous speed with innovations. While this speed tests the competetiveness of instutions, its also affects the positive or negative images they create during the competition. The first step in creating their images start with corporate identity elements. The initial points of interaction between the audience and the institution are especially important. In this context, the aim of the study is to determine how the corporate and corpotare identity elements of Ankara State Opera and Ballet are perceived by the audience, taking into account differences in the demographic characteristics. Design/Methodology/Approach – In order to determine how the corporate image and and corporate identity elements are perceived, data were collected from people who had an idea about the Ankara State Opera and Ballet or who watched the performance, using the convenience sampling method. The survey prepared on the online platform was answered by 630 people in total, but was completed completely by 403 people. The survey was conducted between 22.02.2020 and 31.05.2021. Data were analyzed using SPSS 26.0 program and SPSS Process 3.5. Findings – As a result of the anlaysis, it was found that there is a significant difference between the identity elements of the Ankara State Opera and Ballet audience and gender. A significant differences in perceived organizational image and gender. A positive relationship has been established between the corporate appearance, the corpotare communication and the corporate behavior, which are the elements of the corporate identity, and the corporate perceived image. In the relationship between corporate identity elements and perceived corporate image, it is revealed that the monitoring of the representation has a moderating effect only in terms of corporate communication. Discussion – Corporate image is an element that affects a corporations in many ways. For this reason, it is very important to market the corporate image through corporate identity elements. When the studies are examined, it is seen that there are very few studies about the art institutions of the state. Therefore, it is expected that this research will contribute to the literature and guide future studies.