Der Einfluss der Unternehmensreputation auf Entscheidungen privater Anleger
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Der Einfluss der Unternehmensreputation auf Entscheidungen privater Anleger
Schütz, Tobias | Schwaiger, Manfred
Credit and Capital Markets – Kredit und Kapital, Vol. 40 (2007), Iss. 2 : pp. 189–223
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Tobias Schütz, München
Manfred Schwaiger, München
Cited By
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What’s important for relationship management? The mediating roles of relational trust and satisfaction for loyalty of cooperative banks’ customers
Damberg, Svenja
Schwaiger, Manfred
Ringle, Christian M.
Journal of Marketing Analytics, Vol. 10 (2022), Iss. 1 P.3
https://doi.org/10.1057/s41270-021-00147-2 [Citations: 31]
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Abstract
The Influence of Corporate Reputation on Private-Investor Decisions
Numerous philosophical articles - as well as practice-oriented ones - have reached the conclusion that corporate reputation must be deemed to represent one of the forces driving the success of undertakings. Using a validated measuring instrument, the present article analyses whether corporate reputation influences non-institutional investor-decisions. With the help of an especially designed experiment, data have been obtained for monitoring the underlying hypotheses that have been derived from behavioural finance.
It would be a fair conclusion that changes to the better in the reputation of corporations would make their stocks more attractive to private investors and result in portfolio changes. It is thus worthwhile to invest in corporate reputation management also from the point of view of investor relations.