| Summary: | 碩士 === 長庚大學 === 工商管理學系 === 102 === Prior research indicated that when investors make investment
decisions, investors will consider corporate reputation into consideration.
Sample corporations are obtained from surveys of enterprise reputation in
Taiwan from 2008 to 2012 by Commonwealth Magazine. This study
investigates whether corporate reputation affects stock return.
We examine that average daily return of benchmark companies is
lower than comparable companies, which indicates that corporate
reputation may not a main reference for investors during short-term
trading period, but if consider long-term holding, benchmark companies
are still worth invested, because sustainable development is the main goal
of corporation.
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