기업 이미지와 기업명성이 조직-공중 관계성과 기업 슈퍼브랜드에 미치는 영향 = The Effect of the Corporate Image and Coporate Reputation on the Organization-Public Relationship and Corporate Superbrand

국문 초록 (Abstract)

본 연구는 기업명성과 기업이미지, 조직 - 공중 관계성, 그리고 기업 슈퍼브랜드와의 관련성에 대해 검증하고자 하였다. 이들 관련성을 검증하고자 한 이유는 두 가지이다. 첫째, 본 연구는 최근‘조직 - 공중 관계성’패러다임에 주목해온 PR의 본질이 명성관리와 전혀 다른 배타적인 개념인지를 이들간 관련성을 통해 알아보고자 하였다. 둘째, 본 연구는‘조직 - 공중 관계성’이라는 PR의 속성이 슈퍼브랜드라는 기업자산가치에도 기여할 수 있는지를 검증하고자 하였다.
이같은 논의에 따라서 본 연구는 기업이미지, 기업명성, 조직 - 공중 관계성, 그리고 기업 슈퍼브랜드 간의 연구모형과 연구가설을 설정하고 이를 검증하였다. 일반인 400명을 대상으로 서베이를 실시하였고 연구모형의 적합도가 검증되었다. 연구결과, 기업이미지와 기업명성간의 상호관련성이 입증되었고, 기업이미지와 기업명성은 조직 - 공중 관계성에 영향을 미치며 조직-공중 관계성은 기업 슈퍼브랜드에 긍정적 영향을 미치는 것으로 나타났다.
본 연구는 이제까지 경영학과 PR학을 중심으로 연구되어온 기업이미지와 기업명성, 그리고 조직 - 공중 관계성의 접목가능성을 검증하고 논의함으로써, 향후 학제간 연구발전에 기여할 수 있을 것으로 기대된다. 또한, 실무적으로는 조직 - 공중 관계성의 PR 패러다임에서 개발된 다양한 관계성 속성이 기업명성이나 이미지, 그리고 기업자산 가치로서의 슈퍼브랜드와 접목되는 지점을 발견함으로써 향후 기업의 전략적 활용에도 일조할 수 있을 것이다.

다국어 초록 (Multilingual Abstract)

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.

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