Institutional Investors’ Attitude to Co-branding Strategy Announcement

Abstract

In this research we focus on the relationship between firms co-branding strategies and trading behaviors of institutional investors Using hand-collected data from 1996 to 2013 in empirical result we find that there is a negative relationship between co-brand product strategies and institutional investors Market value also is the important key element for institutional investors In addition we also find the negative firm age effect the institutional investors Our findings suggest that firms’ managers should consider more clearly before introduce the co-brand strategies which may not attract institutional investors because the co-brand service strategies are more uncertainty compare to co-brand physical products

Date of Award	2015 Jul 21
Original language	English
Supervisor	Min-Hsien Chiang (Supervisor)