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What's in a Name.com?: The Effects of '.com' Name Changes on Stock Prices and Trading Activity

Peggy M. Lee
Strategic Management Journal
Vol. 22, No. 8 (Aug., 2001), pp. 793-804
Published by: Wiley
Stable URL: http://www.jstor.org/stable/3094386
Page Count: 12
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What's in a Name.com?: The Effects of '.com' Name Changes on Stock Prices and Trading Activity
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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.

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