Relationship between corporate identity and organizational commitment, research study that the effects of the corporate identity on the employees' organizational commitment in a corporation

The purpose of this study is to identify the effects of corporate identity on the employees? organizational commitment. Corporate identity factors effecting the corporate commitment are investigated as the corporate communication, corporate design, corporate behavior and corporate structure.In order to determine the organizational commitment, Meyer and Allen?s `three-component model of organizational commitment? was used. Within this scope, the organizational commitment levels of employees had been examined in three dimensions, emotional commitment, continuance commitment and normative commitment. Corporate identity was examined through a questionnaire developed by an extensive literature review. In research study, the possible differentiations of the employees? commitment levels in regard to corporate identity factors and personal factors like gender, martial status, age, working period and department had been tested by using statistical methods.It is determined that the corporate identity factors create a normative commitment in the corporation that the research was made and there is a relationship between corporate identity and corporate commitment. To create an affective commitment, it is necessary to form a corporate identity that provides positive relationships among the employees. According to the results, suggestions were made in order to measure the perceived corporate identity and to increase the organizational commitment level.