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

• Yan Lu

  Yan Lu

  College of Business, University of Central Florida, Orlando, Florida 32816;

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  ,
• Debanjan Mitra

  Corresponding Author

  Debanjan Mitra

  http://orcid.org/0000-0003-2545-3017

  School of Business, University of Connecticut, Storrs, Connecticut 06269;

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  ,
• David Musto

  David Musto

  The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104;

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  ,
• Sugata Ray

  Sugata Ray

  Culverhouse College of Business, University of Alabama, Tuscaloosa, Alabama 34587

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