Why Susie owns Starbucks: The name letter effect in security selection
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- Fennis, Bob M. & Wiebenga, Jacob H., 2017. "Me, myself, and Ikea: Qualifying generic self-referencing effects in brand judgment," Journal of Business Research, Elsevier, vol. 72(C), pages 69-79.
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KeywordsName letter effect Security selection Investor bias Role of emotions;
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