What are the Odds? Underdog Brands are Consumer Favorites

We examine the association between product endorser quality, performance expectations, and abnormal stock returns of corporate sponsors and identify a pronounced underdog effect – marginal excess returns to sponsors of the biggest underdogs are roughly double those of the biggest favorites. Results indicate that consumers are more excited about and more motivated to support brands having an underdog narrative

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Year of publication:	2022
Authors:	Borghesi, Richard ; Naranjo, Andy ; Ryngaert, Michael D.
Publisher:	[S.l.] : SSRN

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Extent:	1 Online-Ressource (8 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: Economics Letters Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments November 24, 2022 erstellt
Classification:	G14 - Information and Market Efficiency; Event Studies ; L67 - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather ; M31 - Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014236034