Journal of Advertising Research · 2001 · 186 citations · 22 references
BusinessBusiness EconomicsFinanceAdvertisingCorporate FinanceFinancial EconomicsCorporate SponsorshipEvent Study AnalysisSponsorshipMarket Price EvidenceMarket Value EvidenceSponsor Value AssessmentSponsorship EffectivenessSponsorship MeasurementSponsorship ValuationSponsorship Value AssessmentSports Sponsorship
<h3>ABSTRACT</h3> The difficulties of evaluating sports sponsorship are well known. In this study Miyazaki and Morgan use ‘event study analysis’ to assess corporate sponsorship of the 1996 Olympic Games. The theory, well known in financial circles, is that consequences of an activity are reflected in the market price of the sponsor9s stock. The authors examine the changes in company market value (share price) following the announcement of Olympic Sponsorship, and conclude that this type of activity was of positive value to participating companies.
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