IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v68y2015i2p281-290.html
   My bibliography  Save this article

The name's the game: Does marketing impact the value of corporate name changes?

Author

Listed:
  • Kashmiri, Saim
  • Mahajan, Vijay

Abstract

Each year, thousands of firms change their names, many in the absence of an accompanying M&A event. Existing research reveals significant heterogeneity in the stock market response to such pure name changes. Why do some firms reap greater stock market rewards for changing their names? Our study of name change announcements by 180 publicly listed U.S. firms reveals that marketing-related factors play a critical role in the value of corporate name changes: Firms with high marketing influence in their C-suite, high marketing investments, and high marketing capability receive greater stock market rewards for changing their names. Firms that change their names to leverage a strong brand in their portfolio, or to proactively communicate a change in their scope of business (i.e., a future change in their product portfolio or geographical markets), are also rewarded more than firms that change their names to retroactively align their names with a new scope.

Suggested Citation

  • Kashmiri, Saim & Mahajan, Vijay, 2015. "The name's the game: Does marketing impact the value of corporate name changes?," Journal of Business Research, Elsevier, vol. 68(2), pages 281-290.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:2:p:281-290
    DOI: 10.1016/j.jbusres.2014.07.007
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296314002380
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2014.07.007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dan Horsky & Patrick Swyngedouw, 1987. "Does it Pay to Change Your Company's Name? A Stock Market Perspective," Marketing Science, INFORMS, vol. 6(4), pages 320-335.
    2. Barber, Brad M. & Lyon, John D., 1997. "Detecting long-run abnormal stock returns: The empirical power and specification of test statistics," Journal of Financial Economics, Elsevier, vol. 43(3), pages 341-372, March.
    3. Wu, YiLin, 2010. "What's in a name? What leads a firm to change its name and what the new name foreshadows," Journal of Banking & Finance, Elsevier, vol. 34(6), pages 1344-1359, June.
    4. Jose Manuel Campa & Simi Kedia, 2002. "Explaining the Diversification Discount," Journal of Finance, American Finance Association, vol. 57(4), pages 1731-1762, August.
    5. Peter Kennedy, 2003. "A Guide to Econometrics, 5th Edition," MIT Press Books, The MIT Press, edition 5, volume 1, number 026261183x, December.
    6. Miller, Dale & Merrilees, Bill, 2013. "Rebuilding community corporate brands: A total stakeholder involvement approach," Journal of Business Research, Elsevier, vol. 66(2), pages 172-179.
    7. Michael J. Cooper & Orlin Dimitrov & P. Raghavendra Rau, 2001. "A Rose.com by Any Other Name," Journal of Finance, American Finance Association, vol. 56(6), pages 2371-2388, December.
    8. Karpoff, Jonathan M. & Rankine, Graeme, 1994. "In search of a signaling effect: The wealth effects of corporate name changes," Journal of Banking & Finance, Elsevier, vol. 18(6), pages 1027-1045, December.
    9. Carhart, Mark M, 1997. "On Persistence in Mutual Fund Performance," Journal of Finance, American Finance Association, vol. 52(1), pages 57-82, March.
    10. Mathur, Lynette Knowles & Mathur, Ike, 2000. "An Analysis of the Wealth Effects of Green Marketing Strategies," Journal of Business Research, Elsevier, vol. 50(2), pages 193-200, November.
    11. Gustavo Grullon, 2004. "Advertising, Breadth of Ownership, and Liquidity," Review of Financial Studies, Society for Financial Studies, vol. 17(2), pages 439-461.
    12. Brown, Stephen J. & Warner, Jerold B., 1985. "Using daily stock returns : The case of event studies," Journal of Financial Economics, Elsevier, vol. 14(1), pages 3-31, March.
    13. Denis, David J & Denis, Diane K & Sarin, Atulya, 1997. "Agency Problems, Equity Ownership, and Corporate Diversification," Journal of Finance, American Finance Association, vol. 52(1), pages 135-160, March.
    14. Morgan, Neil A. & Slotegraaf, Rebecca J. & Vorhies, Douglas W., 2009. "Linking marketing capabilities with profit growth," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 284-293.
    15. Kot, Hung Wan, 2011. "Corporate name changes: Price reactions and long-run performance," Pacific-Basin Finance Journal, Elsevier, vol. 19(2), pages 230-244, April.
    16. Gilliatt, Neal & Cuming, Pamela, 1986. "The chief marketing officer: A Mavervick Whose time has come," Business Horizons, Elsevier, vol. 29(1), pages 41-48.
    17. Shantanu Dutta & Om Narasimhan & Surendra Rajiv, 1999. "Success in High-Technology Markets: Is Marketing Capability Critical?," Marketing Science, INFORMS, vol. 18(4), pages 547-568.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Feng, Cong & Fay, Scott & Kashmiri, Saim, 2022. "The value relevance of descriptive R&D intensity," Journal of Business Research, Elsevier, vol. 139(C), pages 1394-1407.
    2. Rian Beise-Zee, 2022. "Brand equity retention after rebranding: a resource-based perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 208-224, March.
    3. Pushpanjali Kaul & Sangeeta Arora, 2022. "Reinventing a brand’s identity: effect of name and logo announcements on the stock price of Indian banks," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 258-270, May.
    4. Arpita Agnihotri & Saurabh Bhattacharya, 2017. "Corporate Name Change and the Market Valuation of Firms: Evidence from an Emerging Market," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 24(1), pages 73-90, January.
    5. Pravin Nath & Vijay Mahajan, 2017. "Shedding light on the CMO revolving door: a study of the antecedents of Chief Marketing Officer turnover," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 93-118, January.
    6. Latino, Carmelo, 2023. "Surfing the green wave: What's in a "green" name change?," SAFE Working Paper Series 410, Leibniz Institute for Financial Research SAFE.
    7. Sharma, Amalesh & Yashaswy Akella, Laxminarayana & Bikash Borah, Sourav, 2022. "Knowledge structure of Chief Marketing Officers (CMOs): A review, bibliometric analysis, and research agenda," Journal of Business Research, Elsevier, vol. 151(C), pages 448-462.
    8. Bendell, Bari L. & Kristal, Emma K., 2023. "Five naming strategies to help tell your organization’s story," Business Horizons, Elsevier, vol. 66(3), pages 387-404.
    9. Prateek Sharma & Samit Paul, 2021. "Game of names: Blockchain premium in corporate names," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(5), pages 1059-1078, July.
    10. Yanhui Zhao & Roger J. Calantone & Clay M. Voorhees, 2018. "Identity change vs. strategy change: the effects of rebranding announcements on stock returns," Journal of the Academy of Marketing Science, Springer, vol. 46(5), pages 795-812, September.
    11. Vanitha Swaminathan & Sayan Gupta & Kevin Lane Keller & Donald Lehmann, 2022. "Brand actions and financial consequences: a review of key findings and directions for future research," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 639-664, July.
    12. Zhang, Yefeng & Zhang, Yuyu & Yao, Troy, 2022. "Fraudulent financial reporting in China: Evidence from corporate renaming," Journal of Contemporary Accounting and Economics, Elsevier, vol. 18(1).
    13. Козлова Антонина Алексеевна & Семенова Мария Владимировна, 2017. "Влияет Ли Название На Рыночную Дисциплину: Пример Иностранных Банков В России," Higher School of Economics Economic Journal Экономический журнал Высшей школы экономики, CyberLeninka;Федеральное государственное автономное образовательное учреждение высшего образования «Национальный исследовательский университет «Высшая школа экономики», vol. 21(1), pages 66-88.
    14. Akyildirim, Erdinc & Corbet, Shaen & Sensoy, Ahmet & Yarovaya, Larisa, 2020. "The impact of blockchain related name changes on corporate performance," Journal of Corporate Finance, Elsevier, vol. 65(C).
    15. Xiongkai Tan & Sha Zhang & Hong Zhao, 2023. "Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 479-489, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pushpanjali Kaul & Sangeeta Arora, 2022. "Reinventing a brand’s identity: effect of name and logo announcements on the stock price of Indian banks," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 258-270, May.
    2. Ferguson, Colin & Finn, Frank & Hall, Jason & Pinnuck, Matt, 2010. "Speculation and e-commerce: The long and the short of IT," International Journal of Accounting Information Systems, Elsevier, vol. 11(2), pages 79-104.
    3. Mustafa Disli & Koen Schoors, 2019. "The Dynamic Effects Of Bank Rebranding And Familiarity Bias," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 19/955, Ghent University, Faculty of Economics and Business Administration.
    4. Faramarzi, Ashkan & Bhattacharya, Abhi, 2021. "The economic worth of loyalty programs: An event study analysis," Journal of Business Research, Elsevier, vol. 123(C), pages 313-323.
    5. Jungmi Park & Yoojin Shin, 2022. "Corporate Sustainability and Market Response According to the Name Change Strategy: Focusing on Korean IT Industry Firms," Sustainability, MDPI, vol. 14(19), pages 1-15, September.
    6. Saim Kashmiri & Vijay Mahajan, 2014. "A Rose by Any Other Name: Are Family Firms Named After Their Founding Families Rewarded More for Their New Product Introductions?," Journal of Business Ethics, Springer, vol. 124(1), pages 81-99, September.
    7. Vanitha Swaminathan & Sayan Gupta & Kevin Lane Keller & Donald Lehmann, 2022. "Brand actions and financial consequences: a review of key findings and directions for future research," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 639-664, July.
    8. Bicha Karim, 2011. "Corporate name change and shareholder wealth effect: Empirical evidence in the French Stock Market," Journal of Asset Management, Palgrave Macmillan, vol. 12(3), pages 203-213, August.
    9. Kot, Hung Wan, 2011. "Corporate name changes: Price reactions and long-run performance," Pacific-Basin Finance Journal, Elsevier, vol. 19(2), pages 230-244, April.
    10. Latino, Carmelo, 2023. "Surfing the green wave: What's in a "green" name change?," SAFE Working Paper Series 410, Leibniz Institute for Financial Research SAFE.
    11. Devos, Erik & Huang, Jianning & Zhou, Fuzhao, 2021. "The effects of corporate name changes on firm information environment and earnings management," International Review of Financial Analysis, Elsevier, vol. 77(C).
    12. Xing, Xuejing & Anderson, Randy I. & Hu, Yan, 2016. "What׳s a name worth? The impact of a likeable stock ticker symbol on firm value," Journal of Financial Markets, Elsevier, vol. 31(C), pages 63-80.
    13. Alina Sorescu & Nooshin L. Warren & Larisa Ertekin, 2017. "Event study methodology in the marketing literature: an overview," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 186-207, March.
    14. Prateek Sharma & Samit Paul, 2021. "Game of names: Blockchain premium in corporate names," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(5), pages 1059-1078, July.
    15. M. Disli & K. Schoors, 2013. "Bank rebranding and depositor loyalty," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 13/867, Ghent University, Faculty of Economics and Business Administration.
    16. Philip G. Berger & Rebecca Hann, 2003. "The Impact of SFAS No. 131 on Information and Monitoring," Journal of Accounting Research, Wiley Blackwell, vol. 41(2), pages 163-223, May.
    17. Vinay Patel, 2015. "Price Discovery in US and Australian Stock and Options Markets," PhD Thesis, Finance Discipline Group, UTS Business School, University of Technology, Sydney, number 27, July-Dece.
    18. J. Christian Ola & Eric Sartell, 2016. "Undercover Boss: Stripping Away the Disguise to Analyze the Financial Performance of Participating Firm," Business, Management and Economics Research, Academic Research Publishing Group, vol. 2(12), pages 186-192, 12-2016.
    19. Daniel, Kent & Hirshleifer, David & Teoh, Siew Hong, 2002. "Investor psychology in capital markets: evidence and policy implications," Journal of Monetary Economics, Elsevier, vol. 49(1), pages 139-209, January.
    20. Ekkayokkaya, Manapol & Paudyal, Krishna, 2015. "A trade-off in corporate diversification," Journal of Empirical Finance, Elsevier, vol. 34(C), pages 275-292.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:68:y:2015:i:2:p:281-290. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.