engleski

Mediating mechanism of charisma, trust and reputation in driving capital endowment into value premium

This research aims at explaining the role of different forms of capital in generating value premium for an entity. Our model relates sociology literature to the marketing and reputation literatures in order to provide the mediating mechanism on how value premium, as an important concept for marketing strategists, can be achieved. We propose a model using a mediating mechanism that combines literature on sociology, marketing and reputation. Results indicate the greatest importance of cultural capital, followed by economic and symbolic capital. Social capital has important influence but only through its convertibility into other forms of capital. Cultural, symbolic and social capital impact value premium only indirectly, through entity charisma, trust and reputation. Economic capital is the only which, besides indirect effect, has a direct impact on value premium.

value premium; cultural capital; symbolic capital; economic capital; social capital; charisma; reputation; trust

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