Study On Corporate Reputation Based On Employees' Perspective

Corporate reputation is stakeholder's attitude to their corporation based upon the direct experience or indirect information about forepassed behavior and results of corporation. It is a mental tendency the stakeholder formed according to the degree corporation satisfy their needs and expectations. This dissertation restricts the valuator of corporate reputation to employee of the corporation,namely corporate reputation based on employees'perspective,and define it as:employee's attitude to the corporation based upon the direct experience or indirect information about forepassed behavior and results of corporation,and according to the characters and attributes of corporation. The investigation of corporate reputation based on employees'perspective is a powerful complementarity to former field in theory. It can also affect employees'working attitude and behavior through elevate employee's valuation to corporate reputation and create more profit and fortune for the corporation in practice.This dessertation works out the questionnaire of corporate reputation based on employees'perspective. In this process the method of interview and survey were used. Then it discusses the effect of different demology and organic variables on corporate reputation based on employees'perspective. At last,this dessertation reviews the ralationship among corporate reputation based on employees'perspective,organization-based self-esteem and organizational identification. The main conclusions are as following:First of all,the results of exploratory factor analysis indicate that,the content of corporate reputation based on employee's perspective consists of three factors, which included rational cognization,affective reaction and behavioral tendency. The results of confirmatory factor analysis indicate that this three factor model is the best one. The reliability and validity of the questionnair is highly enough so it is an effective measurement.Moreover,according to the results of demology and organic variable,employees with different sexes have significant differences in rational cognization and affective reaction;employees with different ages,occupations and time for work don't have differences on dimensions of corporate reputation based on employees'perspective; employees in corporations with different characters have significant differences on behavioral tendency;employees in corporations with different sizes have significant differences on rational cognization.Finally, the results of correlation analysis and hierarchical regression analysis indicate that corporate reputation based on employees'perspective have significant positive predictive effect on organization-based self-esteem and organizational identification; organization-based self-esteem is complete mediate variable in the relationship between rational cognization and orgnizational identification,but is only partial mediate variable in the relationship between affective reaction and cognizational identification,and the relationship between behavioral tendency and cognizational identification.