Petra Bouvain
Professor
School of Management
University of Canberra
Australia
Biography
The link between brand value, brand equity and corporate financial and social performance has received increased attention from both academics and practitioners and has been linked to sustainable growth. Shareholders are increasingly concentrating on long term value and consider brands as an asset, with brand value being considered as one of the major value drivers. My research has explored these links in cross country comparisons (US, UK, Germany Australia), in particular industry sectors (banking and automotive), using content analysis (Leximancer), Regression and structural equation modelling. A recent paper submitted to the Journal of Business Ethics is exploring differences in the link between developed and emerging economies, with special emphasis on the BRICS countries. Using structural equation modelling the results showed significant differences in the relationships between different CSR elements between developed and developing countries and shows that the relationship between CSR and financial performance is mediated by brand value. I have also developed a framework (the 13 Cs) to analyse websites, which has been used in analysing government websites, automotive and banking websites. Using content analysis I have also analysed travel feedback sites, using content analysis software (Leximancer).
Research Interest
Areas of Research Interest Brand value Corporate Social Responsibility Online marketing Industry sectors: automotive, banking, retail Research Theories / Models of Interest Resource based view of the firm Signalling theory Institutional theory Link between corporate financial performance and corporate social performance Research Methods of Interest Structural equation modelling Regressions Content analysis using Leximancer Website analysis Use of data bases and secondary data
Publications
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Chen, S. and P. Bouvain (2014). "Adoption of the Global Reporting Initiative by FT500 firms: Overcoming the Liability of Foreignness." International Business and Institutions After the Financial Crisis: 130.
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Bouvain, P., Baumann, C. Lundmark , E.. (2013). "Corporate Social Responsibility in financial services: a comparison of Chinese and East Asian banks vis-Ã -vis American banks." International Journal of Bank Marketing 31(6): 420-439;
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Chen, S. and P. Bouvain (2009). "Is corporate responsibility converging? A comparison of corporate responsibility reporting in the USA, UK, Australia, and Germany." Journal of business ethics 87(1): 299-317. This paper was listed as recommended reading on the UN Global Compact website , 216 citations as of July 2015;
