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
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.
JEL Classification: M31
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