Abstract:
The concept of identity has the advantage of being a concept, construct,
or a question that can be studied or posed at any level of analysis — individual,
group, organization, or industry. This concept, whether at the individual or
organizational level, is germane to questions of action and performance.
Corporate identity, the tangible representation of organizational identity has been
linked to the employee's degree of commitment to the organization. Interest in
corporate identity, both as management issue and as an academic discipline,
has grown significantly. Thus, the researcher opted to study the relationship that
exists between the concepts of corporate identity and organizational
commitment. The main objective of the study is to describe Globe Telecom
employee’s level of knowledge and attitude towards the company's corporate
identity and determine whether these variables affect their level of affective
commitment to the organization.
The design employed in this study is a one-shot survey. A total of thirty
(30) Human Resources employees of Globe were selected through a purposive convenience
sampling. Survey questionnaires were used to gather data. These
were then analyzed on the computer using PHStat, a statistics add in program on
Excel ‘98. Chi-square test (with 0.05 level of significance) and Rank of
Correlation Coefficient or Spearman's Rho were used to determine the degree of associations among variables. Measures of central tendency such as mean and
mode were also applied in the analysis of the study.
The findings show that the over all mean score (9.2) of the employees on
the corporate identity test implies that the HR Globe employees have average
level of knowledge about their company's corporate identity or the employees
have limited knowledge with regard to the company’s manifestations of corporate
identity. Also, the employees’ mean score (3.647) on the attitude test indicates
that HR Globe employees generally have positive attitude towards their corporate
identity. Meanwhile, the mean score of the responses of the employees on
Organizational Commitment Questionnaire (3.761) indicates that the HR Globe
employees have high level of commitment to their organization.
Moreover, the results of the study indicate that only the employee's
attitude has a significant relationship with level of commitment. With a Correlation
Coefficient of .998 (99.8%) the degree of association is identified as positive and
such relationship is strong. Furthermore, using the test on goodness of fit, the
result shows that 50% of the changes in the level of affective commitment can be
attributed to the employee's attitude towards the company’s corporate identity.
Finally, the study had proven that the organizational commitment of an
employee is independent of his knowledge about his company’s corporate identity
but his attitude towards it can cause some changes on his level of affective
commitment to the organization. This means that the strength of a person's
desire to continue working for an organization can be attributed to what he feels
towards the way the organization presents itself to its public.
