English, Article, Journal or magazine article edition: Ownership structure, customer satisfaction and brand equity Anna Torres; Josep A. Tribó

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Bookmark: http://trove.nla.gov.au/version/153143
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • Ownership structure, customer satisfaction and brand equity
Author
  • Anna Torres
  • Josep A. Tribó
Physical Description
  • preprint
Notes
  • This paper studies the interaction between ownership structure, taken as a proxy for shareholders’ commitment, and customer satisfaction - the main driver of consumer loyalty - and their impact on a firm’s brand equity. The results show that customer satisfaction has a positive direct effect on brand equity but an indirect negative one because of reductions in ownership concentration. This latter effect emerges when managers are mainly customer-oriented. Such result 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. The empirical analysis uses an incomplete panel data comprising 69 firms from 11 nations, for the period 2002-2005.
  • Corporate social responsibility, brand equity, shareholders’ commitment and customer loyalty
  • RePEc:upf:upfgen:1016
Language
  • English
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