Imagem de um Conselho Profissional: um estudo utilizando equações estruturais

Abstract

Both the analysis and measurement of institutional image have been shown as essential tools to help managerial decisions, and much more so in the case of professional councils. During the bibliographical survey completed for the present research no valid and reliable scale has been identified for image measurement of a professional council. This dissertation intends to present such a scale by means of a confirmatory analysis of a prior two-factor model due to Folland, Peacock and Pelfrey (1991) and exploratorily studied by Peres (2004) and Carvalho (2009). The confirmatory analysis is the first step of a structural equations model that additionally allowed to show the influence of image on organizational performance as perceived by a sample of potential members of a council of professional accountants in the state of Rio de Janeiro, Brazil. Findings indicate that there is a significant statistical support for the proposed model so that the scale deserves further attention as a reliable tool for measuring the image of professional councils. In addition, since its components impact significantly upon performance, measured image may be useful for organizational management in the case of professional councils as well.