期刊名称：Asian Journal of Business and Management Sciences
电子版ISSN：2047-2528
出版年度：2013
卷号：3
期号：04
页码：01-18
出版社：Society for Business Research Promotion
摘要：Celebrity endorsement in advertising is on the rise, even with the high costs involved in such a strategy. In order to evaluate the impact of the use of celebrities in marketing campaigns by Brazilian smart balenciaga calfskin companies that have gone public, financial-economic indicators and market indicators were analyzed. In order to complement our analysis of the effect of celebrity endorsement on the companies� performances, the use of the event study was applied. This method was utilized in order to identify the existence of abnormal returns when a firm uses a celebrity and when a louis vuitton uk negative information involving a celebrity is associated. The financial-economic and market data, which range from 1992 to 2006, were obtained from the Econom�tica database and analyzed in two 642-874 exam dumps distinct chronological series: the period prior to the use of a celebrity and the period posterior, as well as the date of associating any negative information. The financial-economic and market indicators, although presenting a low statistical significance, show superior performance after employing the use of a celebrity. The results of the event study present that stock prices 70-686 react favorably to the news of celebrity endorsement and unfavorably to a negative news report. Full Text
