Branded for Survival: Naming Effects on the Life Expectancy of New Companies

Stefan Gürtler; Barbara Miller

doi:10.15358/0344-1369-2022-2-44

Contents
- Chapter Expand | CollapseAuthorsPage
- 1–1 Titelei/Inhaltsverzeichnis 1–1
- 2–2 Editorial 2–2
- 3–62 Research Articles 3–62
  - 3–23 Not One and The Same: Published Opinion as a Poor Predictor of Public Opinion Tobias Morath, Manfred Schwaiger, Kristina Mahler Tobias Morath, Manfred Schwaiger, Kristina Mahler 3–23
  - 24–43 A Value-in-Use-Oriented Sales Approach for Digital Services of Technology Companies Kea Hartwig, Frank Jacob Kea Hartwig, Frank Jacob 24–43
  - 44–62 Branded for Survival: Naming Effects on the Life Expectancy of New Companies Stefan Gürtler, Barbara Miller Stefan Gürtler, Barbara Miller 44–62
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Marketing ZFP , page 44 - 62

Branded for Survival: Naming Effects on the Life Expectancy of New Companies

Autoren

Stefan Gürtler Barbara Miller

DOI
- doi.org/10.15358/0344-1369-2022-2-44
- ISSN: 0344-1369
- ISSN online: 0344-1369
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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