Working Paper

The Effect of Brand Acquisition and Disposal on Stock Returns

Michael A. Wiles, Neil A. Morgan, and Lopo L. Rego

Jan 1, 2009

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Using an event study methodology, examines stock market reactions to hundreds of brand acquisition and disposal announcements made by 49 firms in nine consumer markets in the U.S.; covers 232 brand acquisitions and 163 brand disposals from 1994 to 2006.

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