REPUTATION, A PERFORMANCE LEVER? EVIDENCE FROM EURONEXT PARIS.

The reputation of the company is certainly its most precious intangible asset but also the most difficult to assess because it incorporates multiple dimensions. Despite the lack of a clear and precise consensus on the definition of reputation, many previous studies have endeavored to analyze the link between reputation and business performance. The results of this previous research generally highlight a positive impact of reputation on performance but also a reciprocal relationship between performance and reputation. Through this research, we seek to explore this link and its reciprocity by studying the large French capitalizations listed on the Paris Stock Exchange. This link is analyzed here in an economic and financial context disrupted by the Covid 19 health crisis. The data on which the econometric tests are carried out are the data for the year 2020. The results confirm that even in such a context of crisis, the reciprocity of the relationship between reputation approached by the Price to Book ratio and economic (ROA) and financial (ROE) performance is maintained, suggesting the existence of a virtuous circle between reputation and performance.