The Role of Corporate Reputation in Determining Investor Satisfaction and Loyalty

Prior research suggests that corporate reputation is a determinant of initial investment decisions, possibly leading to detrimental stock choices. Its effect on established investor relationships, namely investor satisfaction and loyalty, are novel research areas. The present paper discusses finding...

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Bibliographic Details
Published in:Corporate reputation review 2007-04, Vol.10 (1), p.22-37
Main Author: Helm, Sabrina
Format: Article
Language:English
Subjects:
Academic Research
Business and Management
Corporate Communication/Public Relations
Corporate image
Corporate profits
Influence
Institutional investments
Investor behavior
Investors
Loyalty
Management
Marketing
Reputation management
Reputations
Roles
Securities markets
Shareholder relations
Statistical analysis
Stock prices
Stockholders
Studies
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Summary:Prior research suggests that corporate reputation is a determinant of initial investment decisions, possibly leading to detrimental stock choices. Its effect on established investor relationships, namely investor satisfaction and loyalty, are novel research areas. The present paper discusses findings of a study among German investors of a publicly traded company that put into perspective the aforementioned detrimental choice-effect, the impact of reputation on individual investor behavior and reveals a diversity of loyalty effects of corporate reputation.
ISSN:1363-3589
1479-1889
DOI:10.1057/palgrave.crr.1550036