Corporate reputation : a study among shareholders of Maltacom

Abstract

Corporate reputation has become an invaluable asset for every company. This study analysed corporate reputation from a shareholder's perspective by measuring the shareholders' attitude, both indirectly and directly, towards Maltacom, the leading communications company in Malta. The literature on corporate reputation and on attitudes was reviewed. A questionnaire was sent to a sample ofMaltacom shareholders to assess the shareholders' attitude and to investigate whether their attitude had any effect on their intention to perform a set of behaviours regarding the company's shares. The indirect measure of the shareholders' attitude was found to have an effect on their intention to sell shares while the direct measure of the shareholders' attitude was found to have an effect on their intention to buy shares. Finally, the theoretical and managerial implications of the findings were discussed, as were further studies that could be conducted after this research.