Midlands State University Library
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Does brand management of corporate reputation translate into higher market value?/ Katherine Taken Smith

By: Contributor(s): Material type: TextTextSeries: Journal of strategic marketing ; Volume 18 , number 3,Abingdon: Routlledge Taylor and Francis, 2010Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISSN:
  • 0965-254X
Subject(s): Online resources: Summary: 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 comprehensive approach, 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. Findings are that these firms are associated with 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.
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Holdings
Item type Current library Call number Vol info Copy number Status Notes Date due Barcode
Journal Article Journal Article Main Library - Special Collections HF5415.13 JOU (Browse shelf(Opens below)) Vol 18, No 3 pages 201-223 SP5287 Not for loan For In-house use only

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 comprehensive approach, 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. Findings are that these firms are associated with 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.

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