The Impact of Corporate Credibility on Organizational Commitment of Employees and Financial Performances: the Serbian Case

Corporate credibility is the degree to which consumers, investors and other constituents believe in the company's trustworthiness and expertise. Corporate credibility is an important stimulus that marketers use to build and enhance consumers' attitudes toward an advertisement as well as their attitude toward brands and their purchase intention. This paper presents the results of research into the impact of corporate credibility (CC) on organizational commitment (OCM) of employees and financial performance (FP) of companies. The data were obtained using questionnaires completed by N = 400 middle managers from 129 companies in Serbia. The statistical methodologies that were used in the data analysis are: descriptive statistics and correlation analysis. The main conclusions of the study are as follows. The correlations between the corporate credibility (CC), organizational commitment (OCM) of employees and financial performance (FP) of companies are statistically significant, strong and positive. Good expertise of a company has increasingly bigger effect on the financial performance while trustworthiness of a company increasingly affects the commitment of employees. The bigger the expertise of the company is, the better will be the financial performances, and the greater is the trustworthiness, the commitment of the employees grows.