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Brand reputation and the cost of capital : evidence of adopting a brand name as the corporate name
Wu, Yi Lin - In: Journal of entrepreneurial finance : JEF ; official … 15 (2011) 2, pp. 29-63
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 and a radical type occurs...
Persistent link: https://www.econbiz.de/10010345497
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Brand Reputation and the Cost of Capital: Evidence of Adopting a Brand Name as the Corporate Name
Wu, YiLin - In: The Journal of Entrepreneurial Finance (JEF) 15 (2011) 2, pp. 29-63
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 and a radical type occurs...
Persistent link: https://www.econbiz.de/10010343147
Cover Image
Brand Reputation and the Cost of Capital: Evidence of Adopting a Brand Name as the Corporate Name
Wu, YiLin - In: Journal of Entrepreneurial Finance 15 (2011) 2, pp. 29-63
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 and a radical type occurs...
Persistent link: https://www.econbiz.de/10010762491