The Role of Shared Vision in the Effect of Perceived Code of Ethics on Corporate Reputation Management: A Study in the Banking Sector

Avoiding the pitfalls of unethical behaviour and establishing an ethical climate within the firm requires an ethical infrastructure. A code of ethics is increasingly a critical component of a firm’s ethical infrastructure that managers can employ (McKinney, Emerson, and Neubert, 2010: 507). Besides, the relevant literature points out that reputation of the company must be purposefully managed so that it becomes the best possible source of sustainable competitive advantage and potential for increasing corporate value (Wiedmann and Buxel, 2005: 146). The primary aim of this empirical study is to reveal the relationship among ethical codes (EC), corporate reputation management (CRM) and shared vision (SV). For this purpose, data were gathered from employees working in both state and private banks in Aksaray province. The participants of the study are 76 bank employees from 13 out of 30 bank branches located in the city centre. The findings of the study revealed that there is a strong relationship among all the variables. The hierarchical regression analysis showed that although SV has a positive and meaningful effect on corporate reputation, it does not moderate the relationship between EC and CRM. Findings are discussed and implications for future research are also presented in the study.