What brand do I use for my new product? The impact of new product branding decisions on firm value Academic Article

authors

• Sorescu, Alina

published proceedings

• JOURNAL OF THE ACADEMY OF MARKETING SCIENCE

altmetric score

• 3.1

author list (cited authors)

• Kovalenko, L., Sorescu, A., & Houston, M. B.

citation count

• 0

complete list of authors

• Kovalenko, Larisa||Sorescu, Alina||Houston, Mark B

publication date

• November 2022

publisher

• Springer Nature  Publisher

published in

• Journal of the Academy of Marketing Science  Journal

keywords

• Brand Extensions
• Branding Decisions
• Event Study
• Firm Value
• New Product Introduction
• Tobin's Q

Digital Object Identifier (DOI)

• 10.1007/s11747-021-00817-8

start page

• 338

end page

• 365

volume

• 50

issue

• 2