Abstract
A favorable corporate image and reputation can provide differentiation and be a source of sustainable competitive advantage. This research focuses on the retail investor's perception of the corporate image and reputation of large Mainland Chinese enterprises listed in Hong Kong, which are generally still perceived as being less accountable and transparent compared to the other blue chip companies listed in Hong Kong. The results from the focus groups and mail surveys suggest that three factors significantly influence retail perception: ‘Corporate Management and Communication’, ‘Financial Prospects’, and ‘Market Presence’. A key implication suggests that how listed companies communicate with retail investors is just as important as how such companies are perceived to be managed.
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