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The Effect of Advertising Slogan Changes on the Market Values of Firms
5 references·16 citing·43 second hop
The Effect of Advertising Slogan Changes on the Market Values of Firms (1995)The Effect of Advertising Slogan Changes …The Impact of New Product Introductions on the Market Value of Firms (1991)The Impact of New Product Int…Does it Pay to Change Your Company's Name? A Stock Market Perspective (1987)Does it Pay to Change Your Co…Using daily stock returns (1985)Using daily stock returnsThe Adjustment of Stock Prices to New Information (1969)The Adjustment of Stock Price…Advertising Principles and Practice (1948)Advertising Principles and Pr…The power of a thumbs-up: Will e-commerce switch to social commerce? (2017)The power of a thumbs-up: Wil…Materialism, Status Consumption, and Market Involved Consumers (2016)Materialism, Status Consumpti…A study of the antecedents of slogan liking (2014)A study of the antecedents of…Are You in Good Hands? 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Power and Associates Awards (2005)The Impact of High-Quality Fi…Retrospective and Prospective Views on the Marketing/Finance Interface (2005)Retrospective and Prospective…Commercial and Philanthropic Sponsorship: Direct and Interaction Effects on Company Performance (2005)Commercial and Philanthropic …Celebrity Endorsements (2005)Celebrity EndorsementsMarketing of Risky Sports: From Intention to Action (1998)Marketing of Risky Sports: Fr…The Wealth Effects Associated with a Celebrity Endorser: The Michael Jordan Phenomenon (1997)The Wealth Effects Associated…Assessing the Economic Worth of Corporate Event Sponsorships: A Stock Market Perspective (1997)Assessing the Economic Worth …The Financial Implications of Advertising as an Investment (1996)The Financial Implications of…Is Value Associated with Initiating New Advertising Agency-Client Relations? (1996)Is Value Associated with Init…EFFICIENT CAPITAL MARKETS: A REVIEW OF THEORY AND EMPIRICAL WORK* (1970)Event Studies in Economics and Finance (1997)When a celebrity endorser is disgraced: A twenty-five-year event study (2013)The differentiated effects of CSR actions in the service industry (2014)Event study methodology in business research: a bibliometric analysis (2020)Implicit social cognition: Attitudes, self-esteem, and stereotypes. (1995)Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations (2002)Effects of CSR initiatives on company perceptions among Millennial and Gen Z consumers (2019)Indonesian Millennials’ Halal food purchasing: merely a habit? (2020)Support for corporate social responsibility among generation Y consumers in advanced versus emerging markets (2021)Advances in Consumer Research (2025)CAPITAL ASSET PRICES: A THEORY OF MARKET EQUILIBRIUM UNDER CONDITIONS OF RISK* (1964)THE VALUATION OF RISK ASSETS AND THE SELECTION OF RISKY INVESTMENTS IN STOCK PORTFOLIOS AND CAPITAL BUDGETS**This paper is another in a series of interrelated theoretical and statistical studies of corporate financial and investment policies being made under grants from the Rockefeller Foundation, and more recently the Ford Foundation, to the Harvard Business School. The generous support for this work is most gratefully acknowledged. The author is also much indebted to his colleagues Professors Bishop, Christenson, Kahr, Raiffa, and (especially) Schlaifer, for extensive discussion and commentary on an earlier draft of this paper; but responsibility for any errors or imperfections remains strictly his own.[Professor Sharpe's paper, “Capital Asset Prices: A Theory of Market Equilibrium Under Conditions of Risk” (Journal of Finance, September 1964) appeared after this paper was in final form and on its way to the printers. My first section, which parallels the first half of his paper (with corresponding conclusions), sets the algebraic framework for sections II, III and VI, (which have no counterpart in his paper) and for section IV on the equilibrium prices of risk assets, concerning which our results differ significantly for reasons which will be explored elsewhere. Sharpe does not take up the capital budgeting problem developed in section V below.] (1975)When Bad Things Happen to the Endorsers of Good Products (2001)What's in a name? (2010)The Impact of Brand Quality on Shareholder Wealth (2011)An Empirical Evaluation of Accounting Income Numbers (1968)Time Series Analysis: Forecasting and Control (1977)Time Series Analysis: Forecasting and Control (1977)Efficient Capital Markets: II (1991)ARCH modeling in finance (1992)Introductory Econometrics for Finance (2008)Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement (1983)Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process (1989)Sports celebrity endorsements in retail products advertising (2009)Mega or macro social media influencers: Who endorses brands better? (2022)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Structural equation modeling in practice: A review and recommended two-step approach. (1988)Common method biases in behavioral research: A critical review of the literature and recommended remedies. 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References

  • 1985Using daily stock returns6,497 cited
  • 1969The Adjustment of Stock Prices to New Information3,625 cited
  • 1991The Impact of New Product Introductions on the Market Value of Firms587 cited
  • 1948Advertising Principles and Practice325 cited
  • 1987Does it Pay to Change Your Company's Name? A Stock Market Perspective214 cited

Cited by

  • 2012Ethical Consumers Among the Millennials: A Cross-National Study222 cited
  • 2017The power of a thumbs-up: Will e-commerce switch to social commerce?220 cited
  • 1997The Wealth Effects Associated with a Celebrity Endorser: The Michael Jordan Phenomenon120 cited
  • 2016Materialism, Status Consumption, and Market Involved Consumers83 cited
  • 2007A review of the application of event studies in marketing75 cited
  • 1998Marketing of Risky Sports: From Intention to Action67 cited
  • 2005The Impact of High-Quality Firm Achievements on Shareholder Value: Focus on Malcolm Baldrige and J. D. Power and Associates Awards65 cited
  • 2005Celebrity Endorsements63 cited
  • 2013Are You in Good Hands?56 cited
  • 2005Retrospective and Prospective Views on the Marketing/Finance Interface

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54 cited
  • 2014A study of the antecedents of slogan liking53 cited
  • 1997Assessing the Economic Worth of Corporate Event Sponsorships: A Stock Market Perspective53 cited
  • 1996Is Value Associated with Initiating New Advertising Agency-Client Relations?49 cited
  • 2005Commercial and Philanthropic Sponsorship: Direct and Interaction Effects on Company Performance44 cited
  • 2006Brand–Slogan Matching in a Cluttered Environment44 cited
  • 1996The Financial Implications of Advertising as an Investment42 cited