기업문화의 유형이 기업명성에 미치는 영향 : 기업의 사회적 책임 및 동일시의 매개효과

The purpose of this study was to find the link between corporate culture and reputation and verify the mediation effect of Corporate Social Responsibility(CSR) and organizational identification. Organizational scholars emphasize that corporate culture is an important element which has influence on corporate reputation based on the identity theory, although there are various perspectives on corporate reputation. Accepting the organizational perspective, this study established two research agendas that looked into the relationship between corporate culture and reputation and the mediation effect of the CSR and members’ identification. Then, 11 companies of the higher or lower reputation were selected, and 334 surveys were conducted and analyzed from these companies. The consensus and results in accordance to this study is as follows. First, the typology of corporate culture affected the corporate reputation. Especially, management culture had a very significant effect on the reputation. Secondly, the mediation effect of CSR between corporate culture and reputation was verified. Then, it was confirmed that management culture increased the members’ recognition of CSR and made the higher reputation. Third, organizational identification did not mediate the relationship between corporate culture and reputation. However, CSR had a significant effect on identification. Also, organizational identification affected the corporate reputation. Consequently, this study showed that management culture affected the members’ recognition of CSR, and the companies whose members share ethical values and behaviors are able to expect the higher reputation.