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The value of celebrity endorsements: A stock market perspective

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  • Haina Ding
  • Alexander Molchanov
  • Philip Stork

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Abstract

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File URL: http://hdl.handle.net/10.1007/s11002-010-9117-y
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Bibliographic Info

Article provided by Springer in its journal Marketing Letters.

Volume (Year): 22 (2011)
Issue (Month): 2 (June)
Pages: 147-163

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Handle: RePEc:kap:mktlet:v:22:y:2011:i:2:p:147-163

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Web page: http://www.springerlink.com/link.asp?id=100312

Related research

Keywords: Event study; Celebrity endorsement; Match-up; Internet; Marketing; G14; M37;

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References

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  1. Kahle, Lynn R & Homer, Pamela M, 1985. " Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, University of Chicago Press, vol. 11(4), pages 954-61, March.
  2. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, University of Chicago Press, vol. 10(2), pages 135-46, September.
  3. Pritamani, Mahesh & Singal, Vijay, 2001. "Return predictability following large price changes and information releases," Journal of Banking & Finance, Elsevier, vol. 25(4), pages 631-656, April.
  4. Michaely, Roni & Thaler, Richard H & Womack, Kent L, 1995. " Price Reactions to Dividend Initiations and Omissions: Overreaction or Drift?," Journal of Finance, American Finance Association, vol. 50(2), pages 573-608, June.
  5. Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
  6. Pruitt, Stephen W. & Cornwell, T. Bettina & Clark, John M., 2004. "The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth," Journal of Advertising Research, Cambridge University Press, vol. 44(03), pages 281-296, September.
  7. Corrado, Charles J., 1989. "A nonparametric test for abnormal security-price performance in event studies," Journal of Financial Economics, Elsevier, vol. 23(2), pages 385-395, August.
  8. David Ikenberry & Josef Lakonishok & Theo Vermaelen, 1994. "Market Underreaction to Open Market Share Repurchases," NBER Working Papers 4965, National Bureau of Economic Research, Inc.
  9. John Clark & T. Cornwell & Stephen Pruitt, 2009. "The impact of title event sponsorship announcements on shareholder wealth," Marketing Letters, Springer, vol. 20(2), pages 169-182, June.
  10. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 310-21, December.
  11. Aristeidis Samitas & Dimitris Kenourgios & Peter Zounis, 2008. "Athens' Olympic Games 2004 impact on sponsors' stock returns," Applied Financial Economics, Taylor & Francis Journals, vol. 18(19), pages 1569-1580.
  12. A. Craig MacKinlay, 1997. "Event Studies in Economics and Finance," Journal of Economic Literature, American Economic Association, vol. 35(1), pages 13-39, March.
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Citations

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Cited by:
  1. Juan Nicolau & María Santa-María, 2013. "Celebrity endorsers' performance on the “ground” and on the “floor”," Marketing Letters, Springer, vol. 24(2), pages 143-149, June.
  2. Chien-Wei Chen & Min-Hsien Chiang & Chi-Lin Yang, 2014. "New product preannouncements, advertising investments, and stock returns," Marketing Letters, Springer, vol. 25(2), pages 207-218, June.
  3. Sherry Bartz & Alexander Molchanov & Philip Stork, 2013. "When a celebrity endorser is disgraced: A twenty-five-year event study," Marketing Letters, Springer, vol. 24(2), pages 131-141, June.

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