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The effectiveness of movie trailer advertising
Karray, Salma; Debernitz, Lidia - In: International journal of advertising : the quarterly … 36 (2017) 2, pp. 368-392
Persistent link: https://www.econbiz.de/10011689884
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The short-term impact of Super Bowl advertising on stock prices : an exploratory event study
Eastman, Jacqueline K.; Iyer, Rajesh; Wiggenhorn, Joan M. - In: The journal of applied business research 26 (2010) 6, pp. 69-84
Persistent link: https://www.econbiz.de/10008749197
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The worth of product placement in successful films : an event study analysis
Wiles, Michael A.; Danielova, Anna - In: Journal of marketing 73 (2009) 4, pp. 44-63
Persistent link: https://www.econbiz.de/10003860860
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The effect of temporal variation of prelaunch expectations on stock market response in the motion picture industry
Kim, Junhee; Song, Reo; Kang, Wooseong - In: The journal of product innovation management : an … 39 (2022) 4, pp. 515-533
Persistent link: https://www.econbiz.de/10013332989
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Impact of Mad Money stock recommendations : merging financial and marketing perspectives
Karniouchina, Ekaterina V.; Moore, William L.; Cooney, … - In: Journal of marketing 73 (2009) 6, pp. 244-266
Persistent link: https://www.econbiz.de/10003901190
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The power of stars : do star actors drive the success of movies?
Elberse, Anita - In: Journal of marketing 71 (2007) 4, pp. 102-120
Persistent link: https://www.econbiz.de/10003565688
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Neuprodukteinführungen in der Filmindustrie : wie reagieren Kapitalmarktinvestoren auf den Umsatzerfolg neuer Kinofilme?
Clement, Michel; Fischer, Marc; Goerke, Björn - In: Die Betriebswirtschaft : DBW 67 (2007) 4, pp. 418-444
Persistent link: https://www.econbiz.de/10003517899
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Managing negative celebrity endorser publicity : how announcements of firm (non)responses affect stock returns
Hock, Stefan J.; Raithel, Sascha - In: Management science : journal of the Institute for … 66 (2020) 3, pp. 1473-1495
Persistent link: https://www.econbiz.de/10012234620
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Applying event study analysis to assess the impact of marketing communication strategies : the case of sponsorship
Tsiotsou, Rodoula; Lalountas, Dionysis Antonios - In: Applied financial economics letters 1 (2005) 4, pp. 259-262
Persistent link: https://www.econbiz.de/10003016833
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The Economic Worth of Celebrity Endorsers : An Event Study Analysis
Agrawal, Jagdish - 2014
Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive litera­ture on the effects of celebrity endorsements on consumers' brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this...
Persistent link: https://www.econbiz.de/10013055472