The Influence of Corporate Reputation on Affective Organizational Commitment: The Role of Value Congruence as Mediator

This study focuses on the relationship between perceived corporate reputation and employees' affective organizational commitment with the mediating role of value congruence between the employee and the organization. A quantitative questionnaire-based survey is used to test the research model with a descriptive approach. The data were collected from employees across multiple private small and medium-sized enterprises and sectors operating in North Cyprus. In order to test the conceptual framework, partial least square (PLS) was used. Some empirical indicators are conducted by using PLS-SEM to examine the reliability and validity of the study. The results revealed that value congruence partially mediates the relationship between perceived corporate reputation and affective organizational commitment. Furthermore, the results showed that perceived positive corporate reputation has a positive impact on affective organizational commitment. This study fills the gap by analyzing the impact of corporate reputation on affective commitment from the employees' perspective. The results led to theoretical and managerial implications related to strategic management. (C) CIKD Publishing