A Rose.com by Any Other Name (2001)[pdf]

Obvious parallels to today (e.g. Allbirds rebranding as an AI company)

I also didn't know until recently that there was a follow-up study by some of the same authors -- in the aftermath of the dotcom crash, removing .com from a company's name caused a corresponding valuation jump: https://home.business.utah.edu/finmc/Dotcom_Paper_JCFVersion...