INTERNAL CORPORATE REPUTATION IN THE ICT SECTOR: A CASE STUDY
INTERNAL CORPORATE REPUTATION IN THE ICT SECTOR: A CASE STUDY

Summary/Abstract: Economic crises compel companies to make themost of their endogenous resources, including CorporateReputation (CR). This study investigates the PerceivedCorporate Reputation (PCR) as seen by the staff of aninternational company that provides educationaltechnology. A multiple linear regression analysis wasperformed to determine which constructs affect internalPCR by differentiating gender, age, and time at thecompany. The main results were that the companyemployees assigned high, positive values to how they feltabout the Corporate Reputation, feeling proud aboutbelonging to the company, the affective commitment andequal opportunities for promotion and the good workclimate. The affective commitment and the relationshipswith co-workers were a common variable. The salary andthe relationship between tasks and responsibilities were theelements with the highest impact on the PCR for staff whohad worked at the company for less than one year.

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