haku: @author Louie, T. A. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Louie, T. A. Kulik, R. L. Jacobson, R. |
| Otsikko: | When Bad Things Happen to the Endorsers of Good Products |
| Lehti: | Marketing Letters
2001 : VOL. 12:1, p. 13-23 |
| Asiasana: | PRODUCTS FINANCIAL PERFORMANCE STOCK MARKETS |
| Kieli: | eng |
| Tiivistelmä: | The authors investigate how a firm's financial performance (as measured by stock returns) is influenced when celebrity endorsers become involved in undesirable events, i.e., events that have a deleterious effect on the spokespersons. The authors find that the stock market reaction to these events is negatively related to spokesperson blameworthiness. The lower (higher) the culpability, the higher (lower) the stock return. Interestingly, it is only those firms associated with spokespersons having high culpability that tend to experience losses in stock market value. In contrast, the authors find that events rated at or below the mean level of blameworthiness are associated with positive stock market returns. |
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