[4Rin1] Interactive Session 2

[4Rin1-26] Relation between B2B Corporate Brands and Shareholder Values

〇Tomonori Manabe^1,3, Kei Nakagawa^2,3, Kenichi Yoshida³ (1. Sansan, Inc., 2. Nomura Asset Management Co,Ltd., 3. Graduate School of Business Science, University of Tsukuba)

Keywords:Social Network, Finance, Brand Equity

It has been reported that the customer satisfaction which represents corporate brand affects future risk of cash flows and shareholder value in B2C companies.
In this study, we verify whether the same relationship holds for B2B companies.
For that, we used new B2B brand score which was developed based on the reputation for the company among people who have connection with employees of the company.
We showed that the B2B brand score is positively associated with shareholder value.