CORPORATE REPUTATION OF NON-PROFIT ORGANISATIONS: KIZILAY CASE

In today’s competitive environment, it is quite important for companies to have a desirable reputation to become prominent and survive. this is also true for nonprofit corporations as well as profit-oriented companies. while positive reputation established by profitoriented company returns profit financially, a good reputation for nonprofit organizations is important in terms of donations, aid and participation of volunteers to continue its operations. kızılay, which has been continued its operations since 1876, is an active nonprofit corporation in the field of disasters and social aid. the aim of the study is to likert corporate reputation scale which is driven from baygül’s (2008) and sarstedt and schloderer’s (2010) studies was drawn on. survey was used as a data acquisition method and conducted to 200 people who were chosen using quota sampling method. research results reveal that there are five factors which are effective on kızılay’s reputation (competence, social responsibility, corporate performance, attractiveness and donation-helpvolunteering). results show that kızılay is perceived as a socially responsible corporation; but, on the other hand kızılay is not found attractive. particularly, there are doubts about if the donated money is spent for good purposes.