The DOI matches its Crossref record; 26 of the 26 references it cites were found in a registry or an index.
The Economic Worth of Celebrity Endorsers: An Event Study Analysis
Abstract
Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive literature on the effects of celebrity endorsements on consumers’ brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this topic has typically focused on theories explaining how celebrity endorsements influence consumers’ attitudes and intentions. The authors assess the impact of celebrity endorsement contracts on the expected profitability of a firm by using event study methodology. Their approach assumes that the announcement of a celebrity endorsement contract, usually widely publicized in the business press, is used as information by market analysts to evaluate the potential profitability of endorsement expenditures, thereby affecting the firm's expected return. Announcements of 110 celebrity endorsement contracts were analyzed. Results indicate that, on average, the impact of these announcements on stock returns is positive and suggest that celebrity endorsement contracts are generally viewed as a worthwhile investment in advertising.
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Market-Based Assets and Shareholder Value: A Framework for Analysis
Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998) · Journal of Marketing · doi:10.1177/002224299806200102 · Cited by 2,357
The effectiveness of celebrity endorsements: a meta-analysis
Knoll, J., & Matthes, J. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0503-8 · Cited by 601
Masuda, H., Han, S. H., & Lee, J. (2022) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2021.121246 · Cited by 576
The Power of Stars: Do Star Actors Drive the Success of Movies?
Elberse, A. (2007) · Journal of Marketing · doi:10.1509/jmkg.71.4.102 · Cited by 371
Can corporate social responsibility protect firm value during the COVID-19 pandemic?
Qiu, S. (., Jiang, J., Liu, X., Chen, M.-H., & Yuan, X. (2021) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2020.102759 · Cited by 321
Metadata
- Authors
- Agrawal, J., & Kamakura, W. A.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1995-07
- Volume
- 59
- Issue
- 3
- Pages
- 56-62
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W3122354189
- Cited by
- 934
- References
- 26
- FWCI
- 18.02
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
