Factors that influence the image of Public Bodies. An empirical case from the perception citizens

The corporate image is a valuable resource for any organization, theirs actions with the environment and theirs integrant, are factors that form the basis for their image to be well or badly perceived, therefore, carrying out transparent actions that benefit theirs users, community and culture, that will create a positive reputation and will bring benefits. The aim of this study is to analyze whether corporate reputation, cultural proposal, transparency, beneficiary support and community positively influence the Image of Public Organizations (TOP), from the perspective of the citizen of Valle de Santiago, Mexico, with a sample of 74 users. A descriptive analysis, exploratory factorial analysis, correlational analysis and multiple linear regression analysis were performed. The findings show that the econometric model proposed in this research establishes that there is sufficient statistical evidence to accept the TOP model, although, the image of public organizations in the municipality of Valle de Santiago is explained by the support that the organism provides to the beneficiaries and the community, such as the cultural proposal, the corporate reputation and transparency, which means that these Organizations must work and pay greater attention to activities that promote a positive image, within environments as complex in terms of corruption and transparency as Mexico faces.