Ivan Derun

Faculty of Economics,

Taras Shevchenko National University of Kyiv, 

Ukraine

derun@knu.ua

Stakeholder perception of financial performance in corporate reputation formation

Hanna Mysaka

Faculty of Economics,

Taras Shevchenko National University of Kyiv, 

Ukraine

mysaka_g@knu.ua

Abstract. Diversity of corporate reputation understanding concepts complicates its comprehensive reflection in financial statements. This paper presents the study results on the influence of stakeholder perception of financial performance on corporate reputation. The goal of this article is to identify the signs of maximizing the value of corporate reputation by analyzing public companies’ financial performance. We have determined that company’s commercial success and its business model prospects becomes the evidence of the corporate reputation’s financial component, which is formed simultaneously under the influence of the stakeholder perception. The analysis results lead us to the conclusion that the corporate reputation’s financial component is more sensitive to investors’ perception rather than to consumers’ perception. This is because analysis of financial statements is an important stage in making investment decisions. Instead, consumer commitment is formed by mostly non-financial factors. In our conclusions, we suggest modernizing the existing accounting approaches to intangible assets that will strengthen the image and corporate reputation, increase company’s market capitalization and improve its investment attractiveness.

Received: February, 2018

1st Revision: May, 2018

Accepted: August, 2018

DOI: 10.14254/2071-

8330.2018/11-3/10

JEL Classification: M41, M31, M21

Keywords: brand, consumer perception, corporate reputation, financial performance, financial statements, intellectual capital, internally generated goodwill, investor perception, market capitalization