KOSOVO FORCE (KFOR) ORGANIZATION IMAGE: EMPIRICAL RESEARCH ON KOSOVO SECURITY FORCES (KSF)
Comprehensive efforts to rebuild a society’s security and peace-enforcing have become an increasingly frequent activity of the NATO as KFOR (Kosovo Force), which is formed of many countries that its image results from these countries collateral relations. KFOR’s image has come to the fore because it affects the mission success and decisions about its existence in Kosovo. The image has two components, functional and emotional: Military symbols and uniforms of NATO (KFOR) are functional and emotional relations of countries with Kosovo Security Forces (KSF) members are emotional part.
In this research; the main objective is finding out the effects that shape KFOR image. Sublevel objectives are the effects of Kosovo’s “connections”, KSF “personal links” and “perceived mission success” with KFOR member states in KFOR image. To study these effect 3 hypothesis are formed and empirical research is done with KSF members to get a foundation of emotional relationship which affects country image. Evaluating of questionnaires with linear regression, correlation and factor analysis, besides the important effects of ethnocentrism and patriotism, military personnel relations formed by countries military involvement and activities found as predictor factors in KFOR image. As a matter of course these base components of emotions about the image will enlighten future literature about building an organizational image.
Keywords: Organizational Image, Country Image, Image, KFOR (Kosovo Force).
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