The value of celebrity endorsements: A stock market perspective

Haina Ding, Alexander Molchanov and Philip Stork

Marketing Letters, 2011, vol. 22, issue 2, 147-163

Keywords: Event study; Celebrity endorsement; Match-up; Internet; Marketing; G14; M37 (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (20)

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DOI: 10.1007/s11002-010-9117-y

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