Table of Contents Preface.................................................................................................................................................xiv Section 1 Corporate Reputation Strategies Chapter 1 PublicRelations,OrganizationalCommunication,andCrisisManagement:AdvancedIssuesand Approaches.............................................................................................................................................. 1 Kijpokin Kasemsap, Suan Sunandha Rajabhat University, Thailand Chapter 2 EmotionalLaborasaReputationManagementTechniqueinServiceOrganizations.......................... 16 Senay Yürür, Yalova University, Turkey Chapter 3 SustainableCommunicationasaComponentofCorporateReputation............................................... 38 Zeynep Genel, Okan University, Turkey Chapter 4 StrategicalReputationManagementinPR:TheCaseofSomaEnterpriseLimitedandBP................ 56 Ayşe Kara, Istanbul Commerce University, Turkey Hülya Ant, Istanbul Commerce University, Turkey Chapter 5 CorporateReputationManagementinTimesofCrisis........................................................................ 79 Özgür Kökalan, İstanbul Sabahattin Zaim University, Turkey Chapter 6 ThePowerofBrandLoyaltyinCreatingEnterpriseValue.................................................................. 92 Ayşenur Gökalp, İstanbul Commerce University, Turkey Chapter 7 UseofBrandHeroesinStrategicReputationManagement:TheCaseofBacardi,Adidas,and Daimler............................................................................................................................................... 126 Joost Bücker, Radboud University, The Netherlands Kees Ernste, Radboud University, The Netherlands   Chapter 8 ReputationManagement:CreatingIdentityandBuildingCorporateImage...................................... 151 Aslıhan Mihrimah Unutur, Istanbul Commerce University, Turkey Chapter 9 UsingCorporateSocialResponsibilityasaPublicRelationsToolinReputationManagement........ 168 Vera Harludi, 3P Advertising Agency, Turkey Chapter 10 ThePowerofAssociationsinCreating,Building,andSustainingBrandValue................................ 187 Ayşe Kara, Istanbul Commerce University, Turkey Gamze Arslan, Istanbul Commerce University, Turkey Section 2 Reputation Management in a Digital World Chapter 11 IssueManagementintheDigitalWorld............................................................................................. 204 Kaan Tekin, Istanbul Commerce University, Turkey Chapter 12 CorporateReputationandCustomerLoyaltyinSocialMedia:AnAnalysisofTurkishMommy Bloggers’InstagramPages.................................................................................................................. 222 İdil Sayimer, Kocaeli University, Turkey Banu Küçüksaraç, Kocaeli University, Turkey Chapter 13 IntegratingPublicRelationsandSocialMarketing:ReputationManagementinDigitalPR............. 254 Saadet Uğurlu, Kültür University, Turkey Chapter 14 ReputationManagementintheAgeofBigData................................................................................ 280 Nubar Ibrahimzade, Istanbul Commerce University, Turkey Chapter 15 TheUseofSecondScreenPracticesinReputationManagement...................................................... 296 Münire Atıcı, Boğaziçi University, Turkey Chapter 16 Branding,Bonding,andaBrand’sReputation:ThePottermoreCase............................................... 319 Hazal Baran, Istanbul Commerce University, Turkey Tuğçe Öztel, Istanbul Commerce University, Turkey  Section 3 Corporate Ethics and Whistle Blowing Chapter 17 PuttingHumanityBeforeBrandReputationintheContextofTurkey............................................... 339 Mehmet Ali Türkmenoğlu, Mus Alparslan University, Turkey Chapter 18 PublicRelations,MediaRelations,andReputationManagement...................................................... 358 Engin Çağlak, Çanakkale Onsekiz Mart University, Turkey Compilation of References............................................................................................................... 375 About the Contributors.................................................................................................................... 423 Index................................................................................................................................................... 428 .