Applying Event Study Analysis to Assess the Impact of Marketing Communication Strategies: The Case of Sponsorship

Posted: 10 Jul 2008 Last revised: 15 Apr 2009

See all articles by Rodoula H Tsiotsou

Rodoula H Tsiotsou

UNIVERSITY OF MACEDONIA; UNIVERSITY OF MACEDONIA

Dionysis Antonios Lalountas

University of Patras

Abstract

Event study analysis is a common methodology used in marketing to evaluate the impact of specific marketing activities. This study examines the impact of sponsorship announcements on the stock prices of sponsoring firms by using event study analysis. Due to the problem of non-normality on distribution of the abnormal returns identified, the application of multiple regression models and bootstrapping is proposed independently from the sample size.

Keywords: marketing

JEL Classification: M31

Suggested Citation

Tsiotsou, Rodoula H and Tsiotsou, Rodoula H and Lalountas, Dionysis Antonios, Applying Event Study Analysis to Assess the Impact of Marketing Communication Strategies: The Case of Sponsorship. Applied Financial Economics Letters, Vol. 1, No. 4, pp. 259-262, 2005, Available at SSRN: https://ssrn.com/abstract=1004244

Rodoula H Tsiotsou

UNIVERSITY OF MACEDONIA ( email )

DEPARTMENT OF BUSINESS ADMINISTRATION
156 EGNATIA STREET
THESSALONIKI, 54006
Greece

HOME PAGE: http://users.uom.gr/~rtsiotsou/

UNIVERSITY OF MACEDONIA ( email )

Thessaloniki
Greece

HOME PAGE: http://users.uom.gr/~rtsiotsou/

Dionysis Antonios Lalountas (Contact Author)

University of Patras ( email )

Patras
Greece

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