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Keywords: Event study
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Journal Articles
Journal of Product & Brand Management (2015) 24 (6): 633–645.
Published: 21 September 2015
... of endorsements to firms in India, a moderately collectivist culture, is also assessed. Design/methodology/approach – Standard “event study” methodology is used to evaluate the economic value of endorsements under different branding strategies (47 endorsement announcements – 25 corporate brands and 22 house...
Journal Articles
Journal of Product & Brand Management (2012) 21 (4): 265–274.
Published: 13 July 2012
... and domestic versus cross border brand buyouts. Design/methodology/approach Standard event study methodology has been applied to compute the announcement returns for the overall sample of brand acquisitions. Besides, sectoral and cross border effect has been computed to assess and compare the shareholders...
