The short-term impact of Super Bowl advertising on stock prices : an exploratory event study
Year of publication: |
2010
|
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Authors: | Eastman, Jacqueline K. ; Iyer, Rajesh ; Wiggenhorn, Joan M. |
Published in: |
The journal of applied business research. - Littleton, Colo. : CIBER Research Inst., ISSN 0892-7626, ZDB-ID 1107555-7. - Vol. 26.2010, 6, p. 69-84
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Subject: | Börsenkurs | Share price | Sportveranstaltung | Sport event | Werbewirkung | Advertising effects | Ereignisstudie | Event study | Werbung | Advertising | Ankündigungseffekt | Announcement effect |
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