What's in a name.com?: The effects of ‘.com’ name changes on stock prices and trading activity

Peggy M. Lee

214 citations0/0 files storedStrategic Management Journal

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

Abstract

Abstract This paper uses a market signaling perspective to examine investor reactions to firm announcements of name changes to include ‘.com.’ Firms that change their name as a purely cosmetic technique are contrasted to those that employ other strategic investments. Results show that announcements of ‘.com’ name changes are associated with significant increases in stock prices and trading activity. Furthermore, the magnitude of investor reactions is significantly larger when name changes are accompanied by other strategies. Copyright © 2001 John Wiley & Sons, Ltd.

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References

1970The Market for "Lemons": Quality Uncertainty and the Market Mechanism 1984Research in Organizational Behavior 1987A Simple Model of Capital Market Equilibrium with Incomplete Information 1970Information and Consumer Behavior 1990WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY.1974Advertising as Information 1991KEEPING AN EYE ON THE MIRROR: IMAGE AND IDENTITY IN ORGANIZATIONAL ADAPTATION.1998Market efficiency, long-term returns, and behavioral finance1The comments of Brad Barber, David Hirshleifer, S.P. Kothari, Owen Lamont, Mark Mitchell, Hersh Shefrin, Robert Shiller, Rex Sinquefield, Richard Thaler, Theo Vermaelen, Robert Vishny, Ivo Welch, and a referee have been helpful. Kenneth French and Jay Ritter get special thanks.1

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