Return to results
Journal articles (2013), Journal of the Academy of Marketing Science, 41 (5), pp. 586-600

Are Sponsorship Announcements Good News for the Shareholders? Evidence from International Stock Exchanges

The objective of this study is to analyse investors’ perceptions of sponsorship’s ability to increase brand equity, through the impact of sponsorship announcement on stock market value. An event study method, based on a unique sample of 293 worldwide sponsorship announcements from 2010, shows substantial negative abnormal returns following announcement dates. Link to the article

MARC MAZODIER, M.M. and REZAEE, A. (2013). Are Sponsorship Announcements Good News for the Shareholders? Evidence from International Stock Exchanges. Journal of the Academy of Marketing Science, 41(5), pp. 586-600.