Reputational Transfer Between the Leader and His Corporation in Spain

Abstract

The main purpose of this chapter is the study of the reputational transfer between the leader and the company he leads, analyzing whether the mentioned process is conditioned by the presence of a family in the ownership and/or management of the company. Using the information published by the Spanish Monitor of Corporate Reputation (MERCO) for the period between 2001 and 2017, different econometric models have been formulated with panel data that show that the reputation of the leader of the family firms is transferred to the corporate reputation faster than when the company does not have the condition of a family business. In addition, it has been researched if the reputation of the leader is nourished by the corporate reputation, and the results show a link in that sense, without being conditioned by the family nature of the company.