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Keywords: Celebrities
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Journal Articles
The Tiger Woods scandal: a cautionary tale for event studies
Available to Purchase
Journal:
Managerial Finance
Managerial Finance (2012) 38 (5): 543–558.
Published: 13 April 2012
.... (2008) find that congruent sponsors, those where the product is related to the activity on the field or related to the activities of the viewing audience, benefit more from the announcement of sponsorship arrangement. Celebrity endorsers occasionally find themselves in troubling circumstances...
