Publication: Ownership structure, costumer satisfaction and brand equity
Loading...
Identifiers
Publication date
2007-06
Defense date
Advisors
Tutors
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Pompeu Fabra, Departamento de Economía y Empresa
Impact
Export
Abstract
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.
Description
Keywords
Corporate social responsibility, Brand equity, Shareholders' commitment, Customer loyalty
Bibliographic citation
Economics and business working papers series (Universitat Pompeu Fabra), n. 1016, 2007