CORPORATE REPUTATION AND MARKET RISK: EVIDENCE IN THE BRAZILIAN CAPITAL MARKET

The objective of this research was to analyze whether corporate reputation influences the market risk of publicly traded companies in Brazil, from 2010 to 2018. Therefore, in its methodological aspects regarding the objectives, this study characterizes itself as a descriptive search. The procedures are bibliographic and documentary. Data were collected and processed using a quantitative method, collected during the first quarter of 2019, a fundamental parameter to define the research sample, made up of 59 publicly traded companies based in Brazil. Descriptive analysis and panel data regression analysis were used as data analysis techniques. For panel data analysis, the following independent variables were used: Corporate Reputation, Asset Return and Company Debt. The survey results showed a positive and significant relationship between corporate variables and market risk. These findings corroborate the results obtained in the research by Gangi, Daniele, & Varrone (2020) and Tristiarini, Utomo e Setiawant (2019), which record which companies with the highest risk, may have high levels of popularity compared to companies that use the same risks.