Celebrity endorsers' performance on the “ground” and on the “floor”

Juan Nicolau () and María Santa-María ()

Marketing Letters, 2013, vol. 24, issue 2, 143-149

Abstract: This article analyzes the relationship between two types of performances, one on the ground (of a tennis court) and the other on the floor (of the stock market). The empirical application looks into the tennis player, Rafael Nadal, and his endorsing firms. The findings show a positive reaction in the market value when the tennis player wins matches in the Grand Slams, the intriguing effect being the diminishing sensitivity pattern that such reaction shows and the absence of loss aversion. Copyright Springer Science+Business Media New York 2013

Keywords: Firm value; Diminishing sensitivity; Loss aversion; Tennis; Endorsement; Celebrity endorser; M31; M37 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s11002-012-9212-3

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