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1. Does it really matter? - A look at how branding strategies affect the return after an IPO
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Theoretical perspective: The study is based on previous literature that discusses the main theories of the study; brand architecture, product/brand focus, brand portfolio strategy, underpricing and information asymmetry. Furthermore, it aims to combine the branding and finance theories to advance the understanding of the effects of different branding strategies in IPOs as it is not a common field of research today. LÄS MER
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