Empirical Research on the Brand Reputation of Accounting Firms

Author: Li Lianjun
Publisher:
Publish Date: 2006-01-01
Features: The book is divided into seven parts. Part I is the Introduction. This part first proposes the research questions and the theoretical and practical significance of studying these questions, then explains the research framework of the entire book. Part II is the institutional background and related theoretical analysis. Part III is the theoretical model and literature review. Part IV is the descriptive statistical analysis of accounting firm brand reputation and audit fees. Part V is an empirical study of the "brand reputation premium" phenomenon among accounting firms in China. Part VI explores the "brand reputation premium" phenomenon of the "Big Five" international accounting firms in the B-share market. Part VII is the research conclusions and limitations. Through the study of accounting firm brand reputation, I have gained some understanding of the market behavior of economic organizations in establishing brand reputation. Brand reputation serves as a signal of product or service quality, thereby helping to resolve the problem of information asymmetry. Consumers are willing to pay a higher price for these products or services because brand reputation reduces consumers' search costs, i.e., reduces market effectiveness costs. Secondly, consumers are willing to pay a high price for branded products because, by consuming them at a high price, they demonstrate their economic strength. In addition to psychological satisfaction, this also allows consumers to convey the message that they are "well-off" to some extent.