Purpose - Investing is, with no doubt, a challenging process that is even tougher when considering the behavior of the stock market. Nowadays, the rapid spread of Internet has allowed the entry of new participants in the stock market increasing both the possibilities of trading and the amount of information to be managed. In this scenario, the investment decision-making process has become very tough. Investors processing information show emotions and behave in a way that is barely rational; among these behavioral aspects, scholars found evidence that investors tend to prefer companies whose tickers/names start with earlier letters of the alphabet. The purpose of this master thesis is to deep dive on the just mentioned matter by investigating on whether and how alphabetic bias may impact both on companies’ firm value and implied cost of equity capital.