@article{2022:grtler:branded_fo,
title = {Branded for Survival: Naming Effects on the Life Expectancy of New Companies},
year = {2022},
note = {Companies have short lives – most start-ups are no longer in
business ten years after their foundation. Numerous studies have
investigated the factors that have a life-prolonging effect. What has
been ignored so far is the influence of the company name. It is one of
the very first marketing activities, indispensable for registration,
for finding investors, and for addressing customers, and it is also
the most persistent element of corporate branding. Our study of some
1,300 new companies shows higher survival probabilities for firms with
explanatory and/or easy to process names. This opens new perspectives
for branding research, in which survival analyses have not yet found
their way in.},
journal = {Marketing ZFP},
pages = {44--62},
author = {Gürtler, Stefan and Miller, Barbara},
volume = {44},
number = {2}
}