Abstract
This research was to investigate the influence of previous earning quality on present organizational reputation and next financial effectiveness. Particularly, it attempted to examine the intervenient function of current organizational reputation as well as the moderating role of previous earning quality, which have been ignored. The causal relationships were tested with multiple regression; whereas the mediating influence was tested employing the procedures for indirect significance. In addition, the moderating function was tested using the interaction analyses. The results provided statistical evidence where current organizational reputation intervenes in the causal connection from previous earning quality to subsequent financial effectiveness. The moderating role of previous earning quality in the influence of current organizational reputation on next financial effectiveness was also statistically found. The findings will help managers to make superior business decisions on the reliable level of reported earning and on the level of investment in enhancing their organizational reputation to the degree that they can obtain the best possible financial effectiveness.