The Bidirectional Relationship Between Audit Fees and Corporate Reputation: Panel Evidence from South African Listed Firms

As corporate accountability, credibility, transparency, and stakeholders’ trust continue to attract global attention, this study examines how corporate reputation influences audit fees and whether audit fees, in turn, shape reputation. Hence, this study examines the bidirectional relationship between audit fees and corporate reputation in South African listed firms. This study reviewed three theories, such as capital reputation, stakeholder, and agency theories. Exploring panel data from sixteen listed firms over a period of ten years (2015–2024), this study employs panel regression analysis and two-step system generalised method of moments (System GMM) estimates in accounting for endogeneity, heterogeneity, and dynamic relationships. Data was sourced from the annual reports and accounts of selected firms. The results from the fixed effects model indicate that corporate reputation exerts a statistically significant and positive influence on audit fees. Conversely, findings from the random effects model reveal that audit fees positively influence corporate reputation. The two-step GMM result confirms a bidirectional causal relationship as lagged corporate reputation significantly influences subsequent audit fees, while lagged audit fees also significantly influence future corporate reputation. This study recommends that the board of directors should view audit not as an expense but as a strategic investment in sustaining stakeholder trust and reputation. Among other things, policymakers and regulators should also strengthen audit market transparency in ensuring that audit pricing reflects genuine reputational consideration and audit quality.