Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.5/2317
Título: The Impact of Corporate Rebranding on the Firm's Market Value
Autor: Borges, Maria Rosa
Branca, Ana S.
Palavras-chave: corporate image
market value
event study
Data: 2010
Editora: ISEG - Departamento de Economia
Citação: Borges, Maria Rosa e Ana S. Branca. 2010. "The Impact of Corporate Rebranding on the Firm's Market Value". Instituto Superior de Economia e Gestão - DE Working papers nº 13-2010/DE/UECE
Relatório da Série N.º: DE Working papers;nº 13-2010/DE/UECE
Resumo: Rebranding corresponds to the creation of a new name, term, symbol, design or a combination of them for an established brand with the intention of developing a differentiated position in the mind of stakeholders and competitors. Increased competition has led firms to an avenue of differentiation, and rebranding has been approached by firms in order to differentiate themselves and to promote the corporate image. Corporate rebranding, although commonly referred in the press, has received little attention from academia. This paper tends to contribute to fill this gap in the academic literature, by analysing the impact that corporate image through rebranding has on the firms' stock market value, using event study methodologies. We focus on firms listed on the Lisbon Stock Market in the period 2000 - February 2009. We do not find evidence of a positive impact of corporate rebranding on firm value, in Portuguese firms. In fact, our results suggest that these events may have a negative impact on firm value, even though our empirical evidence is weak, in supporting this conclusion.
URI: http://hdl.handle.net/10400.5/2317
ISSN: 0874-4548
Versão do Editor: http://aquila1.iseg.utl.pt/aquila/getFile.do?method=getFile&fileId=136285
Aparece nas colecções:DE - Documentos de trabalho / Working Papers
UECE - Documentos de Trabalho / UECE - Working Papers

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