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return performance momentum portfolio market stock factor result month model period alpha table family value estimate sample decile strategy return momentum percent journal persistence expense regression fund performance panel fund i 0.97 0.00 study index equity exposure bayesian alphas low-marketing funds finance year t 0.96 marketing equity funds bayesian fund returns effect low-marketing style carhart benchmark trading analysis 0.95 trading costs momentum strategies manager 0.01 0.04 market beta reversal investor style portfolios point 0.02 0.98 management approach report growth relation load fees sharpe investment post-ranking bond funds performance persistence bottom ratio 0.12 premium measure high-marketing