The value of celebrity endorsements: A stock market perspective

By Haina Ding, Alexander Molchanov, Philip A. Stork. 2011

112 citations recorded by the source corpus.

Subfields: Accounting, Marketing

View Paper: https://www.semanticscholar.org/paper/0ff3592a7bd9a06488d5e4039aa0e0b23f23dbd8

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Accounting

1. Kris Qiang Zhou
2. L. Bergkvist

In Marketing

1. Kris Qiang Zhou
2. R. van der Veen
3. Haiyan Song
4. L. Bergkvist
5. Gang Li
6. Stephen F. Witt
7. G. Crouch
8. Bo Peng

Citations in the corpus

• Impact of the Perceived Image of Celebrity Endorsers on Tourists’ Intentions to Visit (2014, background): “…research indicating that satisfactory advertising effectiveness exists when congruence between the characteristics of the endorser and the endorsed brand is present (e.g., Clark, Cornwell, and Pruitt 2009; Ding, Molchanov, and Stork 2011; Magnini, Garcia and Honeycutt 2010; Misra and Beatty 1990).”
• Celebrity endorsements: a literature review and research agenda (2016, background): “However, a study by Ding, Molchanov, and Stork (2011) failed to find abnormal returns for celebrity endorsement announcements, with the exception of technology firms, and Fizel, McNeil, and Smaby (2008) failed to find support for abnormal returns for athlete endorsements, with the exception of…”