Does the Stock Market Value Brands? A Qualitative Investigation into Ladbroke Group's Decision to Change Name
Morrison, Gavin (2006) Does the Stock Market Value Brands? A Qualitative Investigation into Ladbroke Group's Decision to Change Name. [Dissertation (University of Nottingham only)] (Unpublished)
This paper uses a market signalling perspective to examine investor reactions to firm announcements. Its primary focus is on the increasingly important role of behavioural finance in influencing investor decisions to buy stocks and also examines the controversial issue of brand accounting. Through a series of qualitative interviews with both industry experts and hotel executives, this study has partially confirmed that the stock market values strong brand names more than others. Fashionable, international and socially responsible brands appear to be valued most highly by investors.
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