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The effect of advertising on the market value of firms: Empirical evidence from the Super Bowl ads
16 references·15 citing·45 second hop
The effect of advertising on the market value of firms: Empirical evidence from the Super Bowl ads (2003)The effect of advertising on the market v…Earnings Preannouncement Strategies (2000)Earnings Preannouncement Stra…The Shape of the Advertising Response Function (1999)The Shape of the Advertising …The Event Study Methodology Since 1969 (1998)The Event Study Methodology S…Stock Price Behavior Around Announcements of Write-Offs (1998)Stock Price Behavior Around A…The Wealth Effects Associated with a Celebrity Endorser: The Michael Jordan Phenomenon (1997)The Wealth Effects Associated…Industry Structure, Market Rivalry, and Public Policy (1997)Industry Structure, Market Ri…Driving brand value : using integrated marketing to manage profitable stakeholder relationships (1997)Driving brand value : using i…Additional evidence on the information-based contagion effects of bank failures (1996)Additional evidence on the in…Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity (1995)Stock Market Reactions to Bra…UNDERSTANDING AND CONDUCTING EVENT STUDIES (1983)UNDERSTANDING AND CONDUCTING …Using Financial Data to Measure Effects of Regulation (1981)Using Financial Data to Measu…Measuring security price performance (1980)Measuring security price perf…Optimal Advertising Policy Under Dynamic Conditions (1976)Optimal Advertising Policy Un…Econometric Measurement of the Duration of Advertising Effect on Sales (1976)Econometric Measurement of th…Industry Structure, Market Rivalry, and Public Policy (1973)Industry Structure, Market Ri…Optimal Advertising Policy under Dynamic Conditions (1962)Optimal Advertising Policy un…“I like the sound of that”: understanding the effectiveness of audio in ads (2024)“I like the sound of that”: u…Risk Management in Digital Advertising: An Analysis from the Advertisers’ Media Management Perspective (2021)Risk Management in Digital Ad…Digital Advertising And Company Value (2018)Digital Advertising And Compa…Advertising spending, firm performance, and the moderating impact of CSR (2017)Advertising spending, firm pe…Popular music in Super Bowl commercials 2005-2014 (2016)Popular music in Super Bowl c…Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects (2016)Are Super Bowl ads a super wa…The impact of new, renewal and termination sponsorship announcements on share price returns (2014)The impact of new, renewal an…The Secret Sauce for Super Bowl Advertising (2013)The Secret Sauce for Super Bo…The power of activist networks in the mass self-communication era: A triangulation study of the impact of WikiLeaks on the stock value of Bank of America (2013)The power of activist network…Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies (2011)Creative strategies of Super …The Worth of Sport Event Sponsorship: An Event Study (2010)The Worth of Sport Event Spon…The Short-Term Impact Of Super Bowl Advertising On Stock Prices: An Exploratory Event Study (2010)The Short-Term Impact Of Supe…Linking Marketing Activities to Shareholder Value: Philosophical and Methodological Issues (2010)Linking Marketing Activities …Measuring marketing performance: research, practice and challenges (2007)Measuring marketing performan…A review of the application of event studies in marketing (2007)A review of the application o…Why Firms Voluntarily Disclose Bad News (1994)Earnings management to avoid earnings decreases and losses (1997)Earnings Management to Exceed Thresholds (1999)Earnings Surprises, Growth Expectations, and Stock Returns: Don't Let an Earnings Torpedo Sink Your Portfolio (1999)Does earnings guidance affect market returns? The nature and information content of aggregate earnings guidance (2006)Voluntary Environmental Disclosures by Large UK Companies (2006)CAPITAL ASSET PRICES: A THEORY OF MARKET EQUILIBRIUM UNDER CONDITIONS OF RISK* (1964)Risk, Return, and Equilibrium: Empirical Tests (1973)Common risk factors in the returns on stocks and bonds (1993)The Social Construction of Market Value: Institutionalization and Learning Perspectives on Stock Market Reactions (2004)Do international acquisitions by emerging-economy firms create shareholder value? The case of Indian firms (2009)Event studies: A methodology review (2010)Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice (1988)The Measurement and Determinants of Brand Equity: A Financial Approach (1993)The economic analysis of advertising (2005)American Economic Review (2019)An Empirical Evaluation of Accounting Income Numbers (1968)The Adjustment of Stock Prices to New Information (1969)Using daily stock returns (1985)Event Studies in Economics and Finance (1997)Introductory Econometrics for Finance (2008)Rational Expectations and the Theory of Price Movements (1961)The capital asset pricing model: Some empirical tests (1972)A critique of the asset pricing theory's tests Part I: On past and potential testability of the theory (1977)Chapter 16 Inter-industry studies of structure and performance (1989)A Dead Senator Tells No Lies: Seniority and the Distribution of Federal Benefits (1990)The effects of terrorism on global capital markets (2004)Efficient Capital Markets: A Review of Theory and Empirical Work (1970)Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Market-Based Assets and Shareholder Value: A Framework for Analysis (1998)The effect of supply chain glitches on shareholder wealth (2003)Information direction, website reputation and eWOM effect: A moderating role of product type (2008)Uncertain Imitability: An Analysis of Interfirm Differences in Efficiency under Competition (1982)Technological Opportunity and Spillovers of R&D: Evidence from Firms' Patents, Profits and Market Value (1986)How much does industry matter? (1991)Asset Stock Accumulation and Sustainability of Competitive Advantage (1989)An Evaluation Cost Model of Consideration Sets (1990)1. On the Concept of Health Capital and the Demand for Health (2017)The Development of the Hierarchy of Effects: An Historical Perspective (1987)The Role of Firm Size in Bilateral Bargaining: A Study of the Cable Television Industry (1999)A fresh meat almost ideal demand system incorporating negative TV press and advertising impact (2001)Innovation Diffusion and New Product Growth Models in Marketing (1979)Understanding the Impact of Synergy in Multimedia Communications (2003)Chapter 28 The Economic Analysis of Advertising (2007)
this work references cited by second hop

References

  • 1980Measuring security price performance3,330 cited
  • 1973Industry Structure, Market Rivalry, and Public Policy2,389 cited
  • 1962Optimal Advertising Policy under Dynamic Conditions1,032 cited
  • 1976Optimal Advertising Policy Under Dynamic Conditions907 cited
  • 1998The Event Study Methodology Since 1969826 cited
  • 1976Econometric Measurement of the Duration of Advertising Effect on Sales679 cited
  • 1981Using Financial Data to Measure Effects of Regulation608 cited
  • 1995Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity516 cited
  • 2000Earnings Preannouncement Strategies352 cited
  • 1999The Shape of the Advertising Response Function294 cited
  • 1983UNDERSTANDING AND CONDUCTING EVENT STUDIES212 cited
  • 1997Driving brand value : using integrated marketing to manage profitable stakeholder relationships204 cited
  • 1997Industry Structure, Market Rivalry, and Public Policy190 cited
  • 1996Additional evidence on the information-based contagion effects of bank failures139 cited
  • 1997The Wealth Effects Associated with a Celebrity Endorser: The Michael Jordan Phenomenon120 cited

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  • 1998Stock Price Behavior Around Announcements of Write-Offs98 cited
  • Cited by

    • 2007A review of the application of event studies in marketing75 cited
    • 2016Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects44 cited
    • 2017Advertising spending, firm performance, and the moderating impact of CSR42 cited
    • 2013The power of activist networks in the mass self-communication era: A triangulation study of the impact of WikiLeaks on the stock value of Bank of America38 cited
    • 2010The Worth of Sport Event Sponsorship: An Event Study30 cited
    • 2014The impact of new, renewal and termination sponsorship announcements on share price returns25 cited
    • 2018Digital Advertising And Company Value23 cited
    • 2011Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies20 cited
    • 2010The Short-Term Impact Of Super Bowl Advertising On Stock Prices: An Exploratory Event Study19 cited
    • 2021Risk Management in Digital Advertising: An Analysis from the Advertisers’ Media Management Perspective17 cited
    • 2013The Secret Sauce for Super Bowl Advertising17 cited
    • 2016Popular music in Super Bowl commercials 2005-201414 cited
    • 2007Measuring marketing performance: research, practice and challenges12 cited
    • 2010Linking Marketing Activities to Shareholder Value: Philosophical and Methodological Issues9 cited
    • 2024“I like the sound of that”: understanding the effectiveness of audio in ads8 cited