A research on the correlation between perceived corporate image and organizational identification

Abstract

According to the studies of organizational behavior theoreticians along the recent three decades, it is remarkable that organizations have tried to establish more meaningful relationships and stronger connection with their employees and they strive effort to strengthen the connection that already exist. In the core of these attempts, it is expected from employees to like their jobs, to feel commitment and loyalty towards their workplace and to be on the side of their organization when they encounter difficult circumstances and conflicts caused by differences, expect from employees to be proud of their work and work place. Organizational identification is considered as remarkable concept to address these expectations. In the present study which considers the relationship between corporate image and organizational identification, a survey method was utilized in collection of study data; then they were analyzed by means of arithmetic mean, correlation, regression and varyans analyses methods. According to the study findings, it was concluded that there is significant positive correlation between perceived internal and external image and organizational identification; and that both sub-dimensions of corporate image were positively effective on organizational identification.