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- W2383007457 abstract "Western studies always attributed the price premium charged by the Big Four to their brand name reputation.However,such a premium could partly due to their monopoly position.Compared with developed countries,Big Four's market share in China's audit market is lower and the disparity among them is wide,this provides a unique setting to make it feasible to research the relation among auditor size,brand name reputation and audit fee premium.The results show that reputation is more important than size.If reputation has reached a high level,size dominants;otherwise,size alone is not enough to bring high audit fee premium to the bigger auditor.Together,these results suggest that a Big Four price premium is a result of brand name reputation rather than monopoly pricing.Meanwhile,it shows that when carry the strategy of making the auditor bigger and stronger,government intervention should give way to market power;otherwise,to be big will not necessarily mean to be strong." @default.
- W2383007457 created "2016-06-24" @default.
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- W2383007457 date "2008-01-01" @default.
- W2383007457 modified "2023-09-24" @default.
- W2383007457 title "The Size,Brand Name Reputation and Audit Fee Premium of Accounting Firms" @default.
- W2383007457 hasPublicationYear "2008" @default.
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