Recognition or rejection – How a company’s reputation influences stakeholder behaviour

Manfred Schwaiger, Sascha Raithel and Matthias Schloderer
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Manfred Schwaiger: Ludwig-Maximilians-University of Munich (LMU)
Sascha Raithel: Ludwig-Maximilians-University of Munich (LMU)
Matthias Schloderer: Ludwig-Maximilians-University of Munich (LMU)

A chapter in Reputation Capital, 2009, pp 39-55 from Springer

Abstract: Abstract Even in times of financial crisis a large percentage of a company’s market value is determined by intangible assets, among which corporate reputation is frequently quoted as the most important one. While some research has been done lately on the correlation between reputation and customer behaviour, we focus on the effects of a good reputation on financial performance and on the willingness to apply it surveyed in the recruiting market. The main findings cover the facts that reputation leaders substantially outperform the corresponding stock market index at lower risk and that there is a high correlation between reputation and willingness to apply as well as salary demand.

Keywords: Intangible Asset; Corporate Reputation; Good Reputation; Stock Market Index; Corporate Communication (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1007/978-3-642-01630-1_4

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