INTERNAL CORPORATE REPUTATION IN THE ICT SECTOR: A CASE STUDY

Abstract

Economic crises compel companies to make the most of their endogenous resources, including Corporate Reputation (CR). This study investigates the Perceived Corporate Reputation (PCR) as seen by the staff of an international company that provides educational technology. A multiple linear regression analysis was performed to determine which constructs affect internal PCR by differentiating gender, age, and time at the company. The main results were that the company employees assigned high, positive values to how they felt about the Corporate Reputation, feeling proud about belonging to the company, the affective commitment and equal opportunities for promotion and the good work climate. The affective commitment and the relationships with co-workers were a common variable. The salary and the relationship between tasks and responsibilities were the elements with the highest impact on the PCR for staff who had worked at the company for less than one year.