CORPORATE IMAGE - EMPLOYEE REACTIONS AND IMPLICATIONS FOR MANAGING CORPORATE SOCIAL PERFORMANCE

Corporate image is a function of organizational signals which determin e the perceptions of various stakeholders regarding the actions of an organization. Because of its relationship to the actions of an organiz ation, image has been studied as an indicator of the social performanc e of the organization. Recent research has determined that social perf ormance has direct effects on the behaviors and attitudes of the organ ization's employees. To better understand these effects, this study de velops and empirically tests a model which links corporate leaders' ac tions, employees' perceptions of corporate image, and the employees' l evel of association with the organization. The effects of managing the social environment of an organization on its employees' perceptions o f image, attitudes, and intended behaviors are discussed.