体育赞助公告有助于还是损害竞争对手的市场价值?

IF 2.1 4区管理学 Q3 BUSINESS Journal of Advertising Research Pub Date : 2022-04-04 DOI:10.2501/jar-2022-007

F. Takeda

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引用次数: 0

摘要

本研究比较了日本和美国体育赞助公告对赞助商及其竞争对手股票收益的影响。事件研究分析表明，1999-2010年期间，日本赞助商的股票市场反应显著积极，而其竞争对手的股票市场反应显著消极。然而，在美国，赞助商和竞争对手都经历了市场价值的增长。因此，体育赞助可能有助于赞助商在日本建立相对于竞争对手的竞争优势，但在美国则不然。

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Do Sport Sponsorship Announcements Help Or Hurt Rival Sponsors’ Market Values?

This study compares the effect of sports sponsorship announcements on the stock returns of sponsors and their rivals between Japan and the United States. Event study analyses reveal that, whereas stock market reactions for Japanese sponsors were significantly positive during 1999–2010, those for their rivals were significantly negative. In the United States, however, both sponsors and rivals experienced increased market value. Sports sponsorships thus might be useful for sponsors to establish a competitive advantage over rivals in Japan, but not in the United States.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.

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