Does it Pay to Change Your Company's Name? A Stock Market Perspective

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Dan Horsky; Patrick Swyngedouw;
  • Journal: Marketing Science,volume 6,issue 4,pages320-335
  • Related identifiers: doi: 10.1287/mksc.6.4.320
  • Subject: name change, corporate advertising, event study

A company's name is commonly considered to be an integral part of its image, just like the quality of its products or the quality of its technical services. Changing a company's name is a major policy decision contemplated by many firms and actually implemented by some ... View more
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