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1J.-C. Bosch and M. Hirschey, 'The Valuation Effects of Corporate Name
Changes', Financial Management (Winter 1989), 64—73; D. Horsky and P. Swyn-
gedouw, 'Does It Pay to Change Your Company's Name? A Stock Market
Perspective', Marketing Science, 6, 4 (1987), 320—335.
2P.S. Koku, 'What Is in a Name? The Impact of Strategic Name Change on
Student Enrollment in Colleges and Universities', Journal of Marketing for Higher
Education, 8, 2 (1997), 53-69.
3L. Bird, 'Eye-Catching Logos All Too Often Leave Fuzzy Images in Minds of
Consumers', Wall Street Journal (5 Dec. 1992), B-l.
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*** T. Devinney and G. Dowling, 'Getting the Piper to Play a Better Tune: Understanding and Resolving Advertiser-Agency Conflicts', Journal of Business-to-Business Marketing, 6, 1 (1999), 19—58.
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