Branded for survival: naming effects on the life expectancy of new companies
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Author (Corporation)
Publication date
2022
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Collections
Type
01A - Journal article
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Editor (Corporation)
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Parent work
Marketing, Zeitschrift fur Forschung und Praxis
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DOI of the original publication
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Series
Series number
Volume
44
Issue / Number
2
Pages / Duration
44-58
Patent number
Publisher / Publishing institution
Beck
Place of publication / Event location
München
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Practice partner / Client
Abstract
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.
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ISBN
ISSN
0344-1369
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Hybrid
License
Citation
Gürtler, S., & Miller, B. T. (2022). Branded for survival: naming effects on the life expectancy of new companies. Marketing, Zeitschrift Fur Forschung Und Praxis, 44(2), 44–58. https://doi.org/10.15358/0344-1369-2022-2-44