TY  - JOUR
AB  - The purpose of this study was to examine stock price abnormal returns following title sponsorship announcement and event date of NASCAR, the PGA Tour, and the LPGA Tour. For this purpose, the authors used event study analysis where the analysis measures the impact that a specific event has on stock prices by comparing actual stock returns to estimated returns (Spais & Filis, 2008). An event study analysis demonstrated that title sponsors for the LPGA Tour and NASCAR garnered significant stock price increases on both the announcement date and the event date. The moderator tests suggested that high image congruence and high-technology related sponsorships assumed a key role in stock price increases.
VL  - 16
IS  - 2
SN  - 1464-6668
DO  - 10.1108/IJSMS-16-02-2015-B004
UR  - https://doi.org/10.1108/IJSMS-16-02-2015-B004
AU  - Kudo Masaki
AU  - Jae Ko Yong
AU  - Walker Matthew
AU  - Connaughton Daniel P
PY  - 2015
Y1  - 2015/01/01
TI  - The influence of title sponsorships in sports events on stock price returns
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 37
EP  - 56
Y2  - 2024/05/07
ER  -