Abstract

The Effect of the Corporate Image and Corporate Reputation on the Organization-Public Relationship and Corporate Superbrand

Cha, Hee-won / Ewha Womans University, School of Communication, Full-time lecturer

This study explored the relationships of corporate image, corporate reputation, organization-public relationship, and corporate superbrand. The study surveyed to test empirically the relationships between 4 variables. Data were collected from 400 consumers in Seoul and analyzed with AMOS and SPSS.

The Structural Equation Model (SEM) analysis affirmed that the corporate image and corporate reputation had relationships with the organization-public relationship, and the organization- public relationship had significant relationships with corporate superbrand. Especially, the multiple regression analysis revealed that the corporate communication factor and exchange relationship is the stronger factor than the corporate management strategy factor to explain the formation of corporate superbrand.

Key words : corporate image, corporate reputation, organization-public relationship, corporate superbrand