Brand Reputation and the Cost of Capital: Evidence of Adopting a Brand Name as the Corporate Name

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Wu, YiLin;
  • Publisher: The Academy of Entrepreneurial Finance (AEF) Montrose, CA
  • Journal: volume 15,issue 2 Winter,pages29-63
  • Subject: Cost of Capital | Discount for Lack of Brand | Cost of Capital, Brand, Discount for Lack of Brand | G32 | Brand | M13
    • jel: jel:G32 | jel:M13
      ddc: ddc:330

This paper studies how the capital market perceives brand name adoption. I distinguish between brand adoption and radical type of corporate name change. A brand adoption name change occurs when the firm adopts one of its well-established brands as its new corporate name... View more
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