The purpose of this study is to assess the impact of corporate public relationship on perception toward the corporate image. More specifically, this study was conducted to identify and classify factors composing of the corporate public relationship. A...
The purpose of this study is to assess the impact of corporate public relationship on perception toward the corporate image. More specifically, this study was conducted to identify and classify factors composing of the corporate public relationship. A survey was conducted for 350 publics to test the corporate public relationship. The results of the study showed that five factors, such as social contribution, competence, familiarity, communal relationship, and exchange relationship, were identified as main components of corporate public relationship. According to multiple regression, it was found that competence and familiarity among five components turned out to be the best predictor of POSCO image. In addition, social contribution and competence, among five independent variables had statistically significant relationship with the social value of POSCO.