Názvy společností a jejich vliv na výkonnost firem

Corporate Names and Performance

Jan Hanousek and Stepan Jurajda

Politická ekonomie, 2018, vol. 2018, issue 6, 671-688

Abstract: We provide systematic evidence of the effect of alphabetical sorting on corporate performance based on over a decade of data covering seventeen EU countries in three European language families. We also measure the effects of using English words in a corporate name in a non-English-speaking country, of a corporate name containing a 'national' (patriotic) word, and of simple linguistic properties highlighted in the brand-name marketing literature. Using multiple measures of corporate performance, we find companies sorted low in the alphabet to be less successful in several European countries, particularly in services. 'National' words are associated with substantially higher sales growth in, e.g., Poland, Norway, France and Spain, while the use of English words in company names curbs (fosters) sales growth in Romance- (Slavic-) language countries.

Keywords: brand name; onomastics; order effects; alphabetical sorting (search for similar items in EconPapers)
JEL-codes: C55 G32 G41 Z13 (search for similar items in EconPapers)
Date: 2018
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DOI: 10.18267/j.polek.1218

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