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Corporate reputation and assessment of companies by the capital market: evidence from the Polish banking sector

Nawrocki Tomasz, Szwajca Danuta

Organizacja i Zarządzanie : kwartalnik naukowy

2019

nr 3

111--124

The importance of reputation in achieving a competitive advantage and creating a company’s value is noticed by both theorists and practitioners of management. However, the relationship between the level of corporate reputation and a company’s investment characteristics, which determine their investment attractiveness, still has not been systematically and comprehensively verified. The variety of previously used methods for assessing and measuring corporate reputation means that the results are not quite reliable and cannot be used for intra-sectoral, cross-sectoral and over time comparisons and makes it difficult — or even impossible — to examine the relevant relationship between reputation and market value or the investment risk of different entities. Therefore, the main purpose of the paper is to attempt to determine the relationship between the assessment of companies by the capital market — based on price multipliers — and their reputation, obtained using an original method, based on information reported by companies and the methodology of fuzzy sets. The research is preliminary in nature and was performed on the Polish banking companies listed on the Warsaw Stock Exchange in the period of 2007-2018.