Can Brands Circumvent Marketing Regulations? Exploiting Umbrella Branding in Financial Markets

Hedge funds benefited from their umbrella brand mutual fund affiliate’s advertising and exploited this effect to circumvent a marketing ban.

• 저널Marketing Science · 39(1) · 71–91
• 토픽Securities Regulation and Market Practices · Marketing
• DOI10.1287/mksc.2019.1165
• 저자Yan Lu, Debanjan Mitra, David K. Musto, Sugata Ray