Corporate name change signaling in the services industry

Paul Sergius Koku

46 citations0/0 files storedJournal of Services Marketing

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Corporate Finance and Governance Financial Markets and Investment Strategies Corporate Identity and Reputation

Abstract

Investigates the effectiveness of corporate name change signaling in the services industry. Argues that previous studies on the subject are lacking because they failed to distinguish between the services and manufacturing sectors. Uses the trend analysis method and examines the movement of price‐earning ratios during a five‐year period before and after the name change. Evaluates the effectiveness of the name change signaling strategy by testing the difference in means of the “before and after” P/E ratios. Finds that firms who announce name change together with other managerial decisions and regularly release news on other firm‐specific activities fared much better than firms which did not release such information.

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References

1970The Market for "Lemons": Quality Uncertainty and the Market Mechanism 1973Job Market Signaling 2000Marketing management: analysis. planning. implementation and control 1969The Adjustment of Stock Prices to New Information 2003The Adjustment of Stock Prices to New Information 1993Consumer Behavior: Buying, Having and Being 1980Quarterly Dividend and Earnings Announcements and Stockholders' Returns: An Empirical Analysis 1992Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories

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2017Corporate Logo: History, Definition, and Components 2018Identity change vs. strategy change: the effects of rebranding announcements on stock returns 2012Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology 2011Corporate name change and shareholder wealth effect: Empirical evidence in the French Stock Market 2004Shareholder wealth effects and corporate name change: Evidence from Malaysia

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