The purpose of this study is to investigate the relations between corporate visual identity, identification, and corporate reputation. After extracting the type of corporate visual identity through literature review, the author analyzed advertisement,...
The purpose of this study is to investigate the relations between corporate visual identity, identification, and corporate reputation. After extracting the type of corporate visual identity through literature review, the author analyzed advertisement, logo/symbol, Website and slogan of mobile telecom company. And it is measured by the consumers about the degree of identification and reputation. Experimental analysis was used to answer the research questions. The results of KTF indicated that Website, logo/symbol affected identification. Website and slogan were positively significant in the relations between corporate visual identity and corporate reputation. And the relations between identification and corporate reputation were statistically significant. The results of LGT indicated that only slogan affected identification positively. Website, logo/symbol and slogan except advertisement were positively significant in the relations between corporate visual identity and corporate reputation. And the relations between identification and corporate reputation were also statistically significant. Lastly, the results of SKT indicated that Website, logo/symbol affected identification significantly and advertisement, Website, logo/symbol were positively significant in the relations between corporate visual identity and corporate reputation. And the relations between identification and corporate reputation were also statistically significant.