Market valuation of corporate reputation

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dc.contributor.author Arayssi, Mahmoud
dc.date.accessioned 2018-04-18T08:47:39Z
dc.date.available 2018-04-18T08:47:39Z
dc.date.issued 2018-04-18
dc.identifier.uri http://hdl.handle.net/10725/7406 en_US
dc.description.abstract 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. en_US
dc.language.iso en en_US
dc.title Market valuation of corporate reputation en_US
dc.type Conference Paper / Proceeding en_US
dc.author.school SOB en_US
dc.author.idnumber 199629330 en_US
dc.author.department Department of Finance and Accounting (FINA) en_US
dc.description.embargo N/A en_US
dc.identifier.ctation Arayssi, M. (2010). Market Valuation of Corporate Reputation. en_US
dc.author.email mahmoud.araissi@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1639555 en_US
dc.orcid.id https://orcid.org/0000-0002-1816-8835 en_US
dc.publication.date 2010 en_US
dc.author.affiliation Lebanese American University en_US

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