The interaction of ownership structure and customer satisfaction as determinants of brand equity


Autoria(s): Tribó, Josep A.; Torres, Anna
Contribuinte(s)

Universitat Pompeu Fabra. Departament d'Economia i Empresa

Data(s)

10/07/2013

Resumo

In this paper we study the interaction between ownership structure and customer satisfaction, and their impact on a firm's brand equity. We find that customer satisfaction has a positive direct effect on brand equity but an indirect negative one, through reductions in ownership concentration. This latter effect emerges when managers are focused mainly on satisfying customers. It gives out a warning signal that highlights the perverse effect of implementing policies focused excessively on satisfying customers at the expense of shareholders, on a firm's brand equity. We demonstrate our theoretical contention, empirically, making use of an incomplete panel data comprising 69 firms from 11 different nations for the period 2002-2005.

Identificador

http://hdl.handle.net/2072/215013

Idioma(s)

eng

Direitos

Aquest document està subjecte a una llicència d'ús de Creative Commons, amb la qual es permet copiar, distribuir i comunicar públicament l'obra sempre que se'n citin l'autor original, la universitat i el departament i no se'n faci cap ús comercial ni obra derivada, tal com queda estipulat en la llicència d'ús (<a href="http://creativecommons.org/licenses/by-nc-nd/2.5/es/">http://creativecommons.org/licenses/by-nc-nd/2.5/es/</a>)

Palavras-Chave #Corporate social responsibility, Brand equity, Ownership structure and Customer
Tipo

info:eu-repo/semantics/workingPaper