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I use a survey methodology to obtain consensus ratings of 64 Swiss company names. The survey evidence suggests that simple cognitive company name characteristics do affect the buy and sell decision of respondents. Furthermore, I find that respondents attribute positive stock performance rather to a "nice" name than to an "ugly" name. In the empirical results I present new evidence on IPO underpricing for the Swiss stock market. Further results indicate that not only do firms with a favourabledoi:10.2139/ssrn.924171 fatcat:gxq2cxcqujafvekrnh6yq7r7fe