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- W3125979144 abstract "This paper considers when a firm’s deliberately chosen name can signal meaningful information. The average plumbing firm whose name begins with A or a number receives five times more service complaints than other firms and also charges higher prices. Relatedly, plumbers with A names advertise more in the Yellow Pages and on Google, and doing so is positively correlated with receiving complaints. As the use of A names is more prevalent in larger markets, I reconcile these findings with a simple model in which firms have different qualities and consumers have heterogeneous search costs." @default.
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- W3125979144 date "2014-08-01" @default.
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- W3125979144 title "“A” Business by Any Other Name: Firm Name Choice as a Signal of Firm Quality" @default.
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- W3125979144 doi "https://doi.org/10.1086/676333" @default.
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