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Keywords: Event study
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing 1–27.
Published: 31 March 2026
.../approach The authors collected a comprehensive list of announcements of XREs made by publicly traded US firms. This study’s data set consists of 179 announcements made during the period of 2010 through 2022. The authors then conducted an event study to assess the effect of these announcements on firm...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (7): 1856–1884.
Published: 26 May 2022
.../approach The authors examined recall guidelines from the US National Highway Traffic Safety Administration (NHTSA) and conducted expert interviews as well as a quantitative analysis of 378 product recalls to determine the antecedents of slicing vs chunking. The authors further performed an event study...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (3-4): 406–421.
Published: 30 March 2012
... uses standard event study methodology. Findings The paper finds that the stock market reacts “incorrectly” to announcements of new product introductions more often than one would expect from a market that is assumed to be highly efficient. Research limitations/implications The paper's findings...
