This study analyses direct affection and moderate effect of corporate reputation on financial performance. We propose model and hypothesis based theory analyze and collect data using questionnaire survey. We use 156 firms in China as the samples and deal with data using multiple regression analysis. We draw conclusion: (1) The higher corporate reputation, the higher the firm's financial performance;; (2) Industry competitiveness moderates the relationship between corporate reputation and financial performance;; (3) Environmental uncertainty moderates the relationship between corporate reputation and financial performance;; (4) Industry competitiveness and environmental uncertainty jointly moderates the relationship between corporate reputation and financial performance. The study has some contribution for corporate reputation theory and practice.
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