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| Tekijä: | Calderón-Martínez, A. Más-Ruiz, F.J. Nicolau-Gonzálbez, J.L. |
| Otsikko: | Commercial and philanthropic sponsorship: direct and interaction effects on company performance |
| Lehti: | International Journal of Market Research
2005 : VOL. 47:1, p. 75-99 |
| Asiasana: | Consumer behaviour Performance measurement Sponsorship |
| Kieli: | eng |
| Tiivistelmä: | The paper studies the direct and interaction effects of both commercial and philanthropic sponsorship on company performance. The study examines the excess returns generated on shares trading on the stock market using a sample of announcements of both commercial and philanthropic sponsorship. The empirical application shows that only commercial sponsorship events generate abnormal returns, the key determining factors being the size of the company and the link between the event and the company's activity. |
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