CORPORATE IDENTITY, CORPORATE IMAGE, AND CORPORATE REPUTATION OF TANAUAN INSTITUTE INC

Author Name: 1. Rimas, Mark Andrew C 2. DR. TEODORICA ANI

Volume/Issue: 02/08

Country: Philippines

DOI NO.: 08.2020-25662434 DOI Link: https://www.doi-ds.org/doilink/01.2022-32198997/UIJIR

Affiliation:

College of Business, Accountancy, Economics and International Hospitality Management, Graduate School Department, Batangas State University, Philippines

ABSTRACT

The study aims to assess the perception of the internal and external stakeholders on the corporate reputation, corporate identity and corporate image of Tanauan Institute Inc. Moreover, it aims to determine if there is a significant difference on the perception of the two groups of respondents. The study aims to determine if corporate identity and corporate image has a significant effect on corporate reputation. Lastly, based on the findings, the study intends to proposed strategy that the school may adopt and implement. The study used of descriptive correlational research design and a researcher structured questionnaires to gather data. The sample size is derived using the Raosoft Sample Size calculator for internal stakeholders and Cronbach’s Formula for external stakeholders. The stratified random sampling is used to determine the composition of the sample while lottery method is used to determine the member of the sample size. The data gathering instrument is put to a reliability test and resulted to .712 Cronbach’s alpha and interpreted as good. Weighted mean and multiple regression is used to statistically treat the data. Considering all the dimensions of each variable, the findings of the study showed that the internal stakeholders perceived the Tanauan Institute’s corporate reputation as excellent with a composite mean of 4.52. They perceived the school’s corporate identity as highly evident with a composite mean of 4.60. The internal stakeholder’s perception on corporate image resulted to a composite mean of 4.62 with adjectival rating of excellent. However, the external stakeholders perceived the school’s corporate reputation as good with a composite mean of 4.23. They perceived the school’s corporate identity as evident with a composite mean of 4.35 and the corporate image as good with a composite mean of 4.38. The findings also show that there is a significant difference between the perception of the internal and external stakeholders on the given variables. Moreover, the corporate culture dimension of corporate identity has a significant effect on customer orientation with Rsquare=.099, Fstat=4.337 and p-value of <.001. In relation, the corporate image dimension of products and services has a p-value of .027 and computed t-value of 2.221, the study revealed that it affects customer orientation. The study also disclosed that corporate culture, corporate behavior and corporate structure affects the financial stability of the school with Rsquare=.156, Fstat=7.279, p-value=<.001 and computed t-values of -2.919, 3.573 and 3.986 respectively. Lastly, public relations strategies are proposed to guide the school in its attempt to enhance its corporate reputation and to further develop and maintain both corporate identity and corporate image.

Key words: Corporate Identity, Corporate Image, Corporate Reputation