Does Brand Licensing Increase a Licensor's Shareholder Value?

• المؤلفون الرئيسيون: ROBINSON, Adina B., TULI, Kapil R., KOHLI, Ajay K.
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2015
• الموضوعات: brand licensing; stock returns; marketing-finance interface; Marketing; Portfolio and Security Analysis; Strategic Management Policy
• الوصول للمادة أونلاين: 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

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...