The Effect of Perceived Corporate Reputation on Organizational Attraction, Organizational Identification and Emotional Labor

Abstract

Purpose – The aim of this research is to determine the effects of employees's perceptions of corporate reputation on organizational attractiveness, organizational identification and emotional labor. Design/methodology/approach – In this study, the sample consists of 812 employees working in the food and beverage sector in Istanbul. Organizational attractiveness, organizational identification and emotional labor as dependent variables, perceived corporate reputation as independent variables are discussed. As a result of the Explanatory Factor Analysis (EFA) applied to the data obtained in the research, the factors were successfully reduced, then Confirmatory Factor Analysis (CFA) was performed for construct validity, goodness of fit gave a positive result, and the Structural Equation Model (DEC) was estimated to determine the relationships according to the measurement model. Correlation analysis was also performed to measure the sub-dimension relationships. Findings – As a result of the FEED, corporate reputation affects organizational attractiveness, organizational identification and emotional labor in a statistically significant positive way (positive relationship) along with all its sub-dimensions. Corporate reputation overall dimension affects the general dimension of organizational attraction is 62.4%, the general dimension of organizational identification 52.8%, the general dimension of emotional labor % 34.5, the superficial role-playing sub-dimension 19.2%, the deep acting sub-dimension 26.6% and the natural feelings sub-dimension 48.5%, positively (increasingly). Discussion –According to the order of corporate reputation coefficient, it mostly affects organizational attractiveness positively, followed by organizational identification and emotional labor dimensions. In the literature, no study have been found in which these variables were used together. The study can be expanded for different sectors and different samples.