McDevitt, Ryan (2010), "A Business by Any Other Name: Firm Name Choice as a Signal of Firm Quality.," mimeo, northwestern university [http://www.edegan.com/pdfs/McDevitt%20(2010)%20-%20A%20Business%20by%20Any%20Other%20Name%20Firm%20Name%20Choice%20as%20a%20Signal%20of%20Firm%20Quality.pdf pdf]