(A Research on the Effect of Perceived Institutional Image on Organizational Identification)

Abstract

Purpose – The corporate image indicates how the organization is perceived by the target audience, internal and external stakeholders, and the feelings, thoughts and impressions of the organization. Organizational identification, on the other hand, explains the psychological association of the employees with the organization and the harmony between the employee and the organization. The aim of this study is to investigate the effect of perceived institutional image on organizational identification. However, it is aimed to investigate whether the organizational image perceptions and organizational identifications of the participants differ according to demographic variables. Design/methodology/approach – In the study, a conceptual framework was created by conducting a literature review The survey form used to collect data in the research consists of a total of three parts, which include expressions for perceived organizational identification, perceived corporate image and demographic information. The organizational identification scale, developed by Mael and Ashforth (1992) and used by Sökmen, Ekmekçioğlu and Çelik (2015), was used to measure the perception of organizational identification. The Organizational Image Scale developed by Taner Uluçay (2012) was used to measure the perception of corporate image. The study was conducted on 277 academic and administrative staff working at Çankırı Karatekin University. Findings – In the results of the study, it was determined that the institutional image perception and organizational identification levels of the individuals differ according to demographic variables, and the perceived corporate image positively affects the organizational identification. Discussion – This study contributes to the literature by showing that corporate image perception, differs according to demographic variables, has a positive effect on the level of organizational identification of employees. In this context, institutions that want to increase employee motivation and increase organizational identification levels should give due importance to efforts to develop a corporate image that is perceived positively by all stakeholders.