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Marketing Strategy: "HOW NEGATIVE CELEBRITY ENDORSER HAVE EFFECTS ON COMPETITORS' STOCK PRICES? A CONCEPTUAL MODEL".
- Source :
- AMA Summer Academic Conference Proceedings; 2023, Vol. 34, p853-855, 3p
- Publication Year :
- 2023
-
Abstract
- The article focuses on presenting a conceptual framework that examines how negative celebrity endorsements can impact competitors stock prices. The study explores the main effects of such endorsements on competitors firm value and considers moderating factors such as sponsor firm actions, ambush marketing strategies, and competitor market share.
Details
- Language :
- English
- Volume :
- 34
- Database :
- Complementary Index
- Journal :
- AMA Summer Academic Conference Proceedings
- Publication Type :
- Conference
- Accession number :
- 170735595