본 연구는 기업문화와 기업명성의 관계를 논하고 기업의 사회적 책임 및 동일시의 매개효과를 검증하여 어떠한 기업문화가 기업의 사회적 책임에 대한 인식을 통해 기업명성에 영향을 미치는지를 밝히고자 하였다. 기업명성에는 다양한 관점이 존재하지만, 조직학자들은 기업명성의 정체성 이론에 근거하여 기업문화가 명성에 영향을 미치는 중요한 요소임을 강조한다. 이와 같은 기업명성의 조직학적 관점에 기반하여, 본 연구는 기업문화의 유형이 기업명성에 영향을 미치는지를 확인하고 그들의 관계에서 기업의 사회적 책임 및 동일시가 매개역할을 하는지를 검증하는 두 가지의 연구문제를 도출하였다. 이를 위해 높고 낮은 명성의 11개 기업들을 선정하였고 각 기업구성원들에게 설문조사를 실시하여 총 334부의 자료를 수집하고 분석하였다. 본 연구에서 도출된 주요 연구결과는 다음과 같다. 기업문화의 유형과 기업명성은 관련되며, 특히 관리문화는 높은 기업명성의 형성에 유의하게 영향을 미친다고 나타났다. 그리고 기업문화와 기업명성의 관계에서 기업의 사회적 책임의 매개효과가 검증되어 관리문화의 특성들이 기업의 사회적 책임에 대한 기업구성원들의 인식을 부추겨 높은 기업명성의 형성을 돕는다고 밝혀졌다. 한편, 기업동일시는 기업문화와 기업동일시의 관계를 매개하지는 않았으나 기업의 사회적 책임에 따라 기업동일시가 다르게 형성되고 기업동일시는 기업명성에 유의하게 영향을 미친다고 나타났다. 요컨대, 본 연구는 기업문화와 기업명성 간의 관련성과 기업의 사회적 책임의 매개효과를 입증하였다. 그리고 기업구성원들의 능률과 안정을 중시하는 관리문화에서 기업구성원들은 기업의 사회적 책임에 대해 더욱 인식하고, 윤리적인 가치를 공유하는 기업은 높은 기업명성을 기대할 수 있다는 사실을 확인하였다.

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.

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.

corporate culture, corporate reputation, corporate social responsibility, identification