기업-공중 관계성과 공중 프레임이 기업 명성에 미치는 영향 = 현대자동차 사례를 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to find the link between the organization-public relationships and how the public frame affects the organizational reputation. Also, it tried to verify the mutual effect between the organization-public relationships and public framing. A survey towards 252 Seoul residents was conducted to accomplish the research purpose. Also, a current issue of Hyundai Motors Company was selected for the research case. The results of this study were as follows: First, organization-public relationship highly affected the organizational reputation. Secondly, influences towards an organizational reputation varied in accordance to the different public frame types. Economical frame and humanism frame showed positive effects toward organizational reputation, whereas the effect of judicial-ethical frame towards the organizational reputation was non-significant. Third, although the economical frame and judicial-ethical frame were in interaction with the organization-public relationships, aspects of interaction between the two frames varied. Throughout these study results, not only was managing the relationships with the public an essential factor, objective examination of the organization-public relations level and establishing effective message strategies were crucial for an organization to build up a reputation.

참고문헌 (Reference)

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