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

Kashmiri, Saim; Mahajan, Vijay

doi:10.1016/j.jbusres.2014.07.007

Cited by 42 publications

(43 citation statements)

References 54 publications

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“…Major research work investigating the effect of rebranding on consumers has considered corporate rebranding (majorly after a merger or acquisition) (Merrilees and Miller, 2008) or a change in the brand name only (Collange, 2015;Kashmiri and Mahajan, 2015). The few studies that have investigated the effects of evolutionary rebranding (such as Ing, 2012) have neither considered different forms or rebranding nor the effect of rebranding on brand equity.…”

Section: Rebranding Types and Effect On Consumermentioning

confidence: 99%

“…Interestingly, a search with 'rebranding' as a title in EBSCO reveals less than 50 research articles and out of those studies, a majority are conceptual papers that have investigated the effect of rebranding at the corporate level (Daly and Moloney, 2004;Lambkin and Muzellec, 2008;Merrilees and Miller, 2008;Miller et al, 2013;Kashmiri and Mahajan, 2015). The present study intends to fill the gap in rebranding literature by investigating: (a) the relative change in customer based brand equity (CBBE) of a brand before and post an evolutionary rebranding announcement; (b) the relative change in CBBE with respect to the market position of the brand (leader/follower) in case of evolutionary rebranding; and (c) the relative effect of a specific type of change in brand element (logo and/or slogan) on the consumer attitudes and CBBE.…”

Section: Introductionmentioning

confidence: 99%

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To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes

Roy

Sarkar

2015

J Brand Manag

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Subhadip Royis a faculty of Marketing at Indian Institute of Management Udaipur (India) since 2013, with an overall teaching experience of more than 7 years. He is interested in research areas like brand management, celebrity endorsements and qualitative research. Soumya Sarkaris a faculty of Marketing at Indian Institute of Management Ranchi (India) before which he has taught in IIM Udaipur. A Fellow of Indian Institute of Management Calcutta, he has worked in the industry as a marketing practitioner for around 14 years. He is interested in research areas like B2B branding, strategic marketing, popular Indian culture.ABSTRACT In the present study, we intend to contribute to the rebranding literature by investigating: (a) the relative change in customer based brand equity (CBBE) of a brand before and post an evolutionary rebranding announcement; (b) the relative change in CBBE with respect to the market position of the brand (leader/follower) in case of evolutionary rebranding; and (c) the relative effect of a specific type of change in brand element (logo and/or slogan) on the consumer attitudes and CBBE. We use cue utilization theory and information integration theory along with rebranding literature to establish our hypotheses. We test our hypotheses using a 2×2 (with repeat measures) and a 2×3 full factorial design in succession. We find the CBBE of an established brand to diminish following rebranding news while that of a less-established brand to be enhanced. We also find a differential effect of the rebranding types on the consumer attitudes and CBBE that is subject to the relative brand position in the market. The academic implications of the study lie in the exploration of the effects of rebranding on consumers. The practitioner implications include suggestions for the effective use of rebranding as a strategy.

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Section: Rebranding Types and Effect On Consumermentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes

Roy

Sarkar

2015

J Brand Manag

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“…He noted that name changes act as a market signaling mechanism by which information about a firm's identity can be passed on to the investors. However, irrespective of the underlying benefits of the name change decision, it also entails considerable tangible costs, such as advertising and publicity expense, and intangible costs of foregoing an established name, which has already earned some reputation and goodwill in customers' mind (Kashmiri & Mahajan, 2015). In general, the larger the firm, the higher the costs associated with its name change.…”

Section: Literature Reviewmentioning

confidence: 99%

Game of names: Blockchain premium in corporate names

Sharma

Paul

2021

Manage Decis Econ

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We examine stock price response around cryptocurrency‐related corporate name change announcements using an event study framework. We find that cryptocurrency‐related name changes generate larger gains in share price and volume than other corporate name changes. The valuation gains associated with cryptocurrency‐related name changes cannot be explained by standard asset pricing factors, firm and stock characteristics, industry specific shocks, or by the presence of outliers. These gains are higher when the announcements happen during periods of high sentiment for cryptocurrencies. There is evidence that shareholders with better access to private information about such name changes are able to front‐run other shareholders.

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“…Due to the importance of a name for the firm, changing a firm's name is a major policy decision (Horsky & Swyngedouw, 1987;Kashmiri & Mahajan, 2015) and rebranding, that is changing firm's asset, should not be undertaken without careful planning (Daly & Moloney, 2004). Delattre (2002) argued that each decision of corporate name modification has financial, marketing, and strategic effects.…”

Section: Corporate Name or Industry Category Changementioning

confidence: 99%

Does “Resetting” by Changing Corporate Name or Industry Category Appeals to Institutional Investments?

Huang¹,

Cheng

2020

CMR

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We investigate whether firms changing their names or industry categories once and more than once would affect institutional shareholdings. By utilizing 5,733 observations of the Taiwan Stock Exchange listed firms, we apply multiple regression models firstly and Petersen regression models for further investigation to enhance the robustness of the empirical results. We then disclose several important findings as follows. First, institutional investors might not prefer holding the shares of the firms changing their names more than once. We infer that the performances of the firms changing names more than once might be doubtful. Second, institutional investors might decrease the shareholdings of the firms with industry categories changed. We claim that institutional investors might suspect these firms probably existing corporate governance issues. Besides, we argue that, to our best understanding, this study might fill the gap in the existing literature due to that the issues, firms changing their names or industry categories once or more than once, seem rarely explored in the relevant studies.

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

Cited by 42 publications

References 54 publications

To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes

To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes

Game of names: Blockchain premium in corporate names

Does “Resetting” by Changing Corporate Name or Industry Category Appeals to Institutional Investments?

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