 Sponsorship and shareholder value: A re-examination and extensionGeorge D. Deitz, Robert D. Evans and John D. Hansen Journal of Business Research, 2013, vol. 66, issue 9, 1427-1435 Abstract: A stream of studies investigates shareholder wealth effects of marketing investments into sport sponsorship properties. While research generally upholds a positive relationship between sponsorship agreements and shareholder wealth, the relationship remains unclear for several sponsorship categories. With more specific attention to research design issues, this paper replicates and extends prior research in two of these areas: official product and Olympic sponsorship announcements. This paper notes that inclusion of observations with potentially confounding events materially affects results reported by the original authors. The first study identifies a significant positive shareholder wealth effect associated with initial official product sponsorship announcement but not for renewal of such announcements. The second study resolves conflicting views from prior research regarding Olympic sponsorships. Although a negative overall relationship exists for sponsors of the 1996 Atlanta Olympics, the market's negative view of costly, top-tier global sponsorships largely drives this result. Keywords: Event study; Marketing; Investments; Sponsorship; Olympics; Wealth (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:9:p:1427-1435 DOI: 10.1016/j.jbusres.2012.05.010 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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