In the recent decades, share repurchase programs gained increasing importance among public companies worldwide. Besides being an alternative form of distribution to shareholders, share repurchase programs have a series of secondary effects and distinct impacts within each company, which does not allow the identification of one exclusive factor to justify such behavior. While several studies regarding share repurchases have been conducted in developed markets, such as the United States, there is a large gap of knowledge between those markets and the Brazilian market. This research represents a step forward to the understanding of the share price behavior anomalies following share repurchase announcements using a different perspective than previous studies in the Brazilian literature. Following an international review, the behavior of the companies insiders is identified as an important factor that directly affects the execution and returns generated by the share repurchase programs. Using for the first time a more recent and accurate data base about the announcements and execution of share repurchase programs in Brazil covering the past years, this study identifies unique characteristics of the Brazilian market, such as a high level of repurchase program announcements without executions. This notorious difference between announcement and execution creates a reputational effect by which companies with a history of past execution present superior abnormal return nearby announcement dates. Besides this reputational effect, it s also presented evidence regarding the positive influence of corporate governance and the existence of a significant relationship between the execution of the share repurchase programs and insider trading.