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The concept of auto insurance has emerged with the aim of minimizing the risk of the damages that may occur in the vehicles the customers use according to their emerging demands and needs, and ensuring that the vehicles they bought according to their needs are used with the measures taken against possible risks. Corporate Image is formed as a result of stakeholders' beliefs, thoughts, feelings, impressions and interactions about the organization and exists in the minds of individuals. When the data obtained are analyzed, the Corporate image can affect the purchasing behavior, the importance of the auto insurance and the performance of the company. In the research method, 354 questionnaires were collected and their data were analyzed. The analyses were performed using IBM SPSS 25 Statistical Package Program. As the Likert scale was used in the application of the questionnaire, factor analysis was performed in the first stage and reliability analysis was performed in the second stage in the analysis of the questions representing the variables. Correlation analysis was performed to see the degree of relationship between variables. The regression analysis was performed to test the established hypotheses and the Sobel test was performed to test the mediation variable analysis.

Firm Performance, Corporate Image, Importance of Auto Insurance, Purchasing Behavior

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