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| Author: | Smith, K.T. Smith, M. Wang, K. |
| Title: | Does brand management of corporate reputation translate into higher market value? |
| Journal: | Journal of Strategic Marketing
2010 : JUN, VOL. 18:3, p. 201-221 |
| Index terms: | reputation brands financial performance capital costs marketing management |
| Language: | eng |
| Abstract: | Brand associations have an effect on image. One source of brand association is a company's reputation. The relationship between a positive corporate reputation and operational performance is intuitively appealing, but there has been relatively little empirical research. Thus, this article uses a comprehensive approach and seeks to empirically test the relationship and to determine whether firms with a positive brand image, experience an economic benefit. Findings reveal that these firms are associated with a significant market-value premium, superior financial performance and lower cost of capital. Thus, marketing managers would do well to strive to build and maintain a positive reputation. |
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