Market reactions to sport sponsorship announcements : comparison between sponsors and their rivals
Gespeichert in:
| Deutscher übersetzter Titel: | Marktreaktionen auf Ankündigungen von Sportsponsoring : Vergleich zwischen Sponsoren und ihren Rivalen |
|---|---|
| Autor: | Hino, Yuta; Takeda, Fumiko |
| Erschienen in: | Sport management review |
| Veröffentlicht: | 23 (2020), 3, S. 401-413, Lit. |
| Format: | Literatur (SPOLIT) |
| Publikationstyp: | Zeitschriftenartikel |
| Medienart: | Elektronische Ressource (online) Gedruckte Ressource |
| Sprache: | Englisch |
| ISSN: | 1441-3523 |
| DOI: | 10.1016/j.smr.2019.02.002 |
| Schlagworte: | |
| Online Zugang: | |
| Erfassungsnummer: | PU202008006601 |
| Quelle: | BISp |
Abstract des Autors
In this study, the authors investigate the impact of sport sponsorship announcements on the stock prices of sponsors and their rivals in Japan. The event study analyses show that while market reactions for Japanese sponsors are significantly positive, those for rivals are significantly negative. Thus, in Japan, sponsorships might help sponsors build a competitive advantage over their rivals. During 2010–2014, market reactions for sponsors are significantly more negative but less so when the sponsored party is Japanese.