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Keywords: event study analysis
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Journal Articles
The influence of title sponsorships in sports events on stock price returns
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2015) 16 (2): 37–56.
Published: 01 January 2015
...Masaki Kudo; Yong Jae Ko; Matthew Walker; Daniel P Connaughton The purpose of this study was to examine stock price abnormal returns following title sponsorship announcement and event date of NASCAR, the PGA Tour, and the LPGA Tour. For this purpose, the authors used event study analysis where...
Journal Articles
Questioning the Name Game: An Event Study Analysis of Stadium Naming Rights Sponsorship Announcements
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2003) 5 (3): 9–20.
Published: 01 September 2003
... that naming rights programs have had on the stock values of the corporate sponsors. Using event study analysis, it is found that there are mixed responses to these types of programs. A discussion is provided which helps to explain the mixed results and provides communications mangers with some suggestions...
