Image-related corporate name changes: Their effect upon firms' stock prices Academic Article

abstract

• We examine prior research on the effect of a corporate name change (CNC) related to a change in corporate image upon a firm's stock price. In doing so, we aim to answer three primary research questions. First, what is the effect of a CNC related to a change in corporate image, as opposed to a change in corporate entity (for example, acquisition) on a firm's stock price? Second, what is the effect of a major change versus a minor change to the corporate name on a firm's stock price? Third, what is the effect of a non-brand name altering CNC versus a brand name altering CNC on a firm's stock price? By applying the event study methodology to investigate these questions, we expand and refine the previous research on CNCs. 2011 Macmillan Publishers Ltd.

authors

• Busch, Paul

published proceedings

• JOURNAL OF BRAND MANAGEMENT

author list (cited authors)

• DeFanti, M., & Busch, P.

citation count

• 8

publication date

• December 2011

publisher

• Springer Nature  Publisher

keywords

• Corporate Image
• Corporate Name Change
• Corporate Reputation
• Financial Impact Of Marketing Strategy
• Stock Price

Digital Object Identifier (DOI)

• 10.1057/bm.2011.34

start page

• 241

end page

• 253

volume

• 19

issue

• 3

URL

• http%3A%2F%2Fdx.doi.org%2F10.1057%2Fbm.2011.34