Abstract
Effects of CI (Corporate Identity) building activities upon employees' attitudes toward their organization was examined two years after the implementation of what they called the Image Reflesh Program. First, a degree of employee exposure to the company's CI media was examined. Then, a series of analysis were conducted to see how company's efforts to penetrate CI related communication were made successful in creating changes among employees in terms of their attitudes to and perceptions on their organization. Results of the analysis indicated that the employees tended to show a higher exposure to the CI related information. But, the corporate image, evaluation of corporate performance, and support of company's communication efforts were not found to be increasing in the second-year experience with the Reflesh Program, compared to those in the first year.
