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Media Endorsements of New Product Announcements: A New Marketing Strategy |
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| Authors: | Angelos J Doukas Jie Guo Herbert Y T Lam Sarah Xiao |
| Institution: | 1. Deree College, The American College of Greece, Aghia Paraskevi, Attica Greece;2. Durham Business School, University of Durham, Mill Hill Lane, UK;3. China Financial Policy Research Center, School of Finance, Renmin University of China, Beijing, China |
| Abstract: | |
| Keywords: | product launch event study media sentiment textual analysis industry rivals |