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The Effect of Organization-Public Relationships on Corporate Image in Korea

  • Korean Social Science Journal
  • Abbr : KSSJ
  • 2009, 36(2), pp.167-194
  • Publisher : Korean Social Science Research Council
  • Research Area : Social Science > Social Science in general

Lee, Soobum 1 Junehyock Choi 1

1인천대학교

Candidate

ABSTRACT

The purpose of this study is to assess the impact of corporate public relationship on perception toward the corporate image in Korea. More specifically, this study was conducted to identify and classify factors composing of the corporate public relationship. Organization–public relationships (OPRs) literature serves as a foundation for proposing and testing the model of corporate public relationship on perception toward the corporate image. A survey was conducted for 350 respondents to test the corporate public relationship. The results of the study showed that five factors, such as social service, trust, familiarity, communal relationship, and exchange relationship, were identified as main components of corporate public relationship. A multiple regression analysis was conducted to find out the relationship between the corporate public relationship and perception toward the corporate image. According to multiple regression analysis, it was found that exchange relationship among five components turned out to be the best predictor of corporate image. In addition to those findings, this study has its own significance in that it sought out the application of OPRs to Korean corporations. This study showed that OPRs can be used for evaluating the relationship between Korean corporations and Korean publics. Additionally, this study provides a guideline on strategic communication for a company that plans to launch its products or services into Korea.

Citation status

* References for papers published after 2022 are currently being built.