Market valuation of corporate reputation
Brand associations affect image and one source of brand association is a company’s reputation. While the relationship between a positive corporate reputation and operational performance is intuitively appealing, there has been relatively little empirical research. This study, using a summary measure...
Saved in:
| Main Author: | |
|---|---|
| Format: | conferenceObject |
| Published: |
2018
|
| Online Access: | http://hdl.handle.net/10725/7406 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1639555 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1864513482107387904 |
|---|---|
| author | Arayssi, Mahmoud |
| author_facet | Arayssi, Mahmoud |
| author_role | author |
| dc.creator.none.fl_str_mv | Arayssi, Mahmoud |
| dc.date.none.fl_str_mv | 2018-04-18T08:47:39Z 2018-04-18T08:47:39Z 2018-04-18 |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10725/7406 Arayssi, M. (2010). Market Valuation of Corporate Reputation. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1639555 |
| dc.language.none.fl_str_mv | en |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.title.none.fl_str_mv | Market valuation of corporate reputation |
| dc.type.none.fl_str_mv | Conference Paper / Proceeding info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/conferenceObject |
| description | Brand associations affect image and one source of brand association is a company’s reputation. While the relationship between a positive corporate reputation and operational performance is intuitively appealing, there has been relatively little empirical research. This study, using a summary measure from the Fortune survey of America’s most admired companies’, seeks to empirically test the relationship and thereby determine whether firms with a positive brand image, that is those with a positive reputation, experience an economic benefit. Fortune’s summary measure is used as a proxy for intangible assets, such as internally generated goodwill, customer service and intellectual capital. Findings focus around the addition of this summary value to market value in terms of a significant market value premium, superior financial performance, and lower cost of capital. Given these findings, marketing managers would do well to strive to build and maintain a positive reputation. |
| eu_rights_str_mv | openAccess |
| format | conferenceObject |
| id | LAURepo_c09096b6d50cf6765ca79406aa1f63bb |
| identifier_str_mv | Arayssi, M. (2010). Market Valuation of Corporate Reputation. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/7406 |
| publishDate | 2018 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | Market valuation of corporate reputationArayssi, MahmoudBrand associations affect image and one source of brand association is a company’s reputation. While the relationship between a positive corporate reputation and operational performance is intuitively appealing, there has been relatively little empirical research. This study, using a summary measure from the Fortune survey of America’s most admired companies’, seeks to empirically test the relationship and thereby determine whether firms with a positive brand image, that is those with a positive reputation, experience an economic benefit. Fortune’s summary measure is used as a proxy for intangible assets, such as internally generated goodwill, customer service and intellectual capital. Findings focus around the addition of this summary value to market value in terms of a significant market value premium, superior financial performance, and lower cost of capital. Given these findings, marketing managers would do well to strive to build and maintain a positive reputation.N/A2018-04-18T08:47:39Z2018-04-18T08:47:39Z2018-04-18Conference Paper / Proceedinginfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/conferenceObjecthttp://hdl.handle.net/10725/7406Arayssi, M. (2010). Market Valuation of Corporate Reputation.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://papers.ssrn.com/sol3/papers.cfm?abstract_id=1639555eninfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/74062021-03-19T09:10:16Z |
| spellingShingle | Market valuation of corporate reputation Arayssi, Mahmoud |
| status_str | publishedVersion |
| title | Market valuation of corporate reputation |
| title_full | Market valuation of corporate reputation |
| title_fullStr | Market valuation of corporate reputation |
| title_full_unstemmed | Market valuation of corporate reputation |
| title_short | Market valuation of corporate reputation |
| title_sort | Market valuation of corporate reputation |
| url | http://hdl.handle.net/10725/7406 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1639555 |