Article2001

Assessing the Market Value of Sponsoring: Corporate Olympic Sponsorships

184 citations0/0 files storedJournal of Advertising Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Finance and Governance

Abstract

ABSTRACT 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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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1985Using daily stock returns 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy 2000The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?1995The Economic Worth of Celebrity Endorsers: An Event Study Analysis 1997A model of image creation and image transfer in event sponsorship 1996Company Advertising with a Social Dimension: The Role of Noneconomic Criteria

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