Abstract
Impact of CI (Corporate Identity) building activities upon employees' attitudes toward their organization was examined from an organizational communication point of view. First, a degree of employee exposure to the company's CI media and an attitude (favorable-unfavorable) toward CI activities were measured. Then, subjects were classified into three groups in terms of their felt favorableness to the CI. A series of analyses were conducted to see how these groups differ in terms of their attitudes to and perceptions on their organizations. As hypothesized, results of the analysis indicated that the CI-supportive group tended to show a higher exposure to the CI-related information, better corporate images, higher evaluation of corporate performance, and stronger support of company's communication efforts directed toward both customers and employees.
