Purpose – Theory has made many assumptions about the consequences of a “good” corporate reputation. The aim of this paper is to provide evidence of the effect of a positive corporate reputation on the firm's future financial performance by means of a more differentiated concept of...

Brands represent a significant share of a firm's value. While a brand's value has always been dependent on acceptance and interaction between consumers, so far, academic literature has not revealed a suitable metric to capture the complex social nature of brands. Especially, due to today's...