Does Brand Licensing Increase a Licensor's Shareholder Value?
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...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2015
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| Subjects: | |
| 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 |
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| Institution: | Singapore Management University |
| Language: | English |