Do Sport Sponsorship Announcements Help Or Hurt Rival Sponsors’ Market Values? Comparing the Stock Returns of Sponsors And Their Rivals in the United States and Japan

研究成果: Article査読

抄録

This study compares the effect of sports sponsorship announcements on the stock returns of sponsors and their rivals between Japan and the United States. Event study analyses reveal that, whereas stock market reactions for Japanese sponsors were significantly positive during 1999-2010, those for their rivals were significantly negative. In the United States, however, both sponsors and rivals experienced increased market value. Sports sponsorships thus might be useful for sponsors to establish a competitive advantage over rivals in Japan, but not in the United States.

本文言語English
ページ(範囲)167-175
ページ数9
ジャーナルJournal of Advertising Research
62
2
DOI
出版ステータスPublished - 2022

ASJC Scopus subject areas

  • 通信
  • マーケティング

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