RT Generic
T1 Ownership structure, costumer satisfaction and brand equity
A1 Torres Lacomba, Anna
A1 Tribo Gine, José Antonio
AB This paper studies the interaction between ownership structure, taken as a proxy forshareholders’ commitment, and customer satisfaction - the main driver of consumer loyalty - and theirimpact on a firm’s brand equity. The results show that customer satisfaction has a positive direct effecton brand equity but an indirect negative one because of reductions in ownership concentration. Thislatter effect emerges when managers are mainly customer-oriented. Such result gives out a warningsignal that highlights the perverse effect of implementing policies, focused excessively on satisfyingcustomers at the expense of shareholders, on a firm’s brand equity. The empirical analysis uses anincomplete panel data comprising 69 firms from 11 nations, for the period 2002-2005.
PB Universidad Pompeu Fabra, Departamento de Economía y Empresa
YR 2007
FD 2007-06
LK https://hdl.handle.net/10016/14271
UL https://hdl.handle.net/10016/14271
LA eng
NO The authors wish to thank TRIODOS, Sustainable Investment Research International (SiRi Company), andAnalistas Internacionales en Sostenibilidad (AISTM) for their helpful comments and access to the SiRi ProTMdatabase. 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.
DS e-Archivo
RD 17 jul. 2024