| 试析“刘翔退赛”对广告赞助商股价的影响——基于事件研究法的分析 |
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| 引用本文： | 吴冉劼,罗莹. 试析“刘翔退赛”对广告赞助商股价的影响——基于事件研究法的分析[J]. 企业技术开发, 2009, 28(2) |
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| 作者姓名： | 吴冉劼 罗莹 |
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| 作者单位： | 厦门大学管理学院,福建,厦门,361005 |
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| 摘 要： | 文章利用事件研究法,以"刘翔退赛"事件前后其赞助商的股价变动为样本进行了实证研究。对于此结果,本文分别从整体营销成效、危机公关好坏、代言者与品牌内在关联度、事件本身的影响程度以及证券市场的反应失灵等五个方面简要分析原因。
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| 关 键 词： | 刘翔退赛 事件研究法 股价变动 危机公关 |
On the impact of stock price fluctuation on dropping out the race by Liu Xiang |
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| WU Ran-jie,LUO Ying. On the impact of stock price fluctuation on dropping out the race by Liu Xiang[J]. Technological Development of Enterprise, 2009, 28(2) |
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| Authors: | WU Ran-jie LUO Ying |
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| Affiliation: | College of Management;Xiamen University;Xiamen;Fujian 361005;China |
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| Abstract: | This paper analyzes about the dropping out the race by Liu Xiang from marketing, public relations crisis, the association endorsement and the market reaction. |
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| Keywords: | drop out the race event study stock price fluctuation crisis PR |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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