The Key of Reputation.

      Аннотация: In today's global market, where a products' lifetime decreased, a companies key for success is; providing benefit from non- material assets, which can be defined as corporate reputation. This concept, creating competitive advantage, being inimitable, limits the mobility of rivals. Reputation as a value, results in perception of trust, honesty and responsibility for the consumers, investors, employees, suppliers and media. These factors necessitates the management of corporate reputation. This work, analyzing the dimensions of corporate reputation, facts and figures about corporate identity, company culture and image with respect to brand loyalty. The perception of reputation in Turkish telecommunication sector is investigated, using the models of reputation quotient.

Ключевые слова: Brand Loyalty, Telecommunications Sector, Corporate reputation management, Corporate Reputation Quotient