Does Brand Licensing Increase a Licensor's Shareholder Value?

• Main Authors: ROBINSON, Adina B., TULI, Kapil R., KOHLI, Ajay K.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2015
• Subjects: brand licensing; stock returns; marketing-finance interface; Marketing; Portfolio and Security Analysis; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/3806; https://ink.library.smu.edu.sg/context/lkcsb_research/article/4805/viewcontent/BrandLicensingShareholderValue_mnsc_2014_afv.pdf
• Institution: Singapore Management University

This study examines 171 brand licensing announcements and subsequent changes in the licensor firms' shareholder values using the event study method. We find that although brand licensing announcements lead to positive abnormal returns on average, nearly 44% of the announcements in our sample ar...