Ownership structure, costumer satisfaction and brand equity

Torres Lacomba, Anna; Tribo Gine, José Antonio

Publication:
Ownership structure, costumer satisfaction and brand equity

dc.affiliation.dpto	UC3M. Departamento de Economía de la Empresa	es
dc.contributor.author	Torres Lacomba, Anna
dc.contributor.author	Tribo Gine, José Antonio
dc.date.accessioned	2012-05-15T17:19:48Z
dc.date.available	2012-05-15T17:19:48Z
dc.date.issued	2007-06
dc.description.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.	es
dc.description.sponsorship	The authors wish to thank TRIODOS, Sustainable Investment Research International (SiRi Company), and Analistas Internacionales en Sostenibilidad (AISTM) for their helpful comments and access to the SiRi ProTM database. We also acknowledge the financial support from Comunidad de Madrid (Grant # s-0505/tic/000230) and Ministerio de Ciencia y Tecnologia (Grant #SEC2003-03797, # SEC2003-04770, #SEJ 2004-00672, # SEJ2006-09401 and #SEJ2006-14098). The usual disclaimers apply.	es
dc.format.mimetype	application/pdf
dc.identifier.bibliographicCitation	Economics and business working papers series (Universitat Pompeu Fabra), n. 1016, 2007	es
dc.identifier.uri	https://hdl.handle.net/10016/14271
dc.language.iso	eng	es
dc.publisher	Universidad Pompeu Fabra, Departamento de Economía y Empresa	es
dc.relation.ispartofseries	Economics and business working papers series (Universitat Pompeu Fabra)	es
dc.relation.ispartofseries	1016	es
dc.rights	Atribución-NoComercial-SinDerivadas 3.0 España
dc.rights.accessRights	open access
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.subject.eciencia	Empresa	es
dc.subject.other	Corporate social responsibility	es
dc.subject.other	Brand equity	es
dc.subject.other	Shareholders' commitment	es
dc.subject.other	Customer loyalty	es
dc.title	Ownership structure, costumer satisfaction and brand equity	es
dc.type	working paper	*
dc.type.hasVersion	SMUR	*
dspace.entity.type	Publication