代言明星负面新闻对上市公司价值的影响研究

Feedback 代言明星负面新闻对上市公司价值的影响研究 Alternative TitleOn the Influence of Negative News of Celebrity Endorsement on the Value of Listed Companies 张鲜华 ; 李红霞 2024-02-28 Source Publication武汉商学院学报 Volume38Issue:1Pages:82-87Abstract文章运用事件分析法,选取来自我国A股资本市场跨度长达7年间的21个真实代言明星负面新闻事件作为样本,对其所代言的上市公司股价变化展开分析.结果表明,明星负面新闻被披露的当 日,其所代言的公司股价会应声下跌,且在第7天跌至最低点.相较于"违情类"新闻,代言明星"违法类"负面新闻对股价造成的消极影响更为显著;同时,与男明星相比,女性代言明星的负面新闻对股价的消极影响更为显著.最后,文章指出,上市公司需制定个性化代言策略,选择形象匹配度高、个性契合,且综合实力均衡的代言明星,需建立突发事件舆情应对机制,加强对代言明星行为的约束. Other AbstractUsing event analysis method,this paper selects 21 real cases of negative news events spanning 7 years from China's A-share capital market as samples,and analyzes the changes in stock prices of the companies endorsed by celebrities.The findings indicate that:(1)on the day when negative news about a celebrity is disclosed,the stock price of the endorsed company experiences a significant decline,reaching its lowest point on the 7th day;(2)negative news involving"illegal activities"by celebrity endorsers,compared to that involving their"illicit relationship",has a more significant negative impact on stock prices;(3)negative news about female celebrity endorsers has a more pronounced negative effect on stock prices compared to male ones.The paper suggests that listed companies should develop personalized endorsement strategies,select celebrities with a high degree of image compatibility,personality alignment,and balanced overall strength.Additionally,it is necessary to strengthen the constraints on celebrity endorsers'behavior,and establish crisis communication mechanisms. Keyword负面新闻 代言明星 企业价值 个性化代言策略 长期商业影响力 舆情应对机制 DOI10.3969/j.issn.1009-2277.2024.1.whsjjglgbxyxb202401012 URL查看原文 ISSN1009-2277 Language中文 Original Document TypePeriodical Document Type期刊论文 Identifierhttp://ir.lzufe.edu.cn/handle/39EH0E1M/38420 Collection会计学院
Affiliation兰州财经大学,甘肃 兰州 730101
First Author AffilicationLanZhou University of Finance and Economics Recommended Citation
GB/T 7714 张鲜华,李红霞. 代言明星负面新闻对上市公司价值的影响研究[J]. 武汉商学院学报,2024,38(1):82-87. APA 张鲜华,&李红霞.(2024).代言明星负面新闻对上市公司价值的影响研究.武汉商学院学报,38(1),82-87. MLA 张鲜华,et al."代言明星负面新闻对上市公司价值的影响研究".武汉商学院学报 38.1(2024):82-87. Files in This Item: There are no files associated with this item. Related ServicesUsage statisticsGoogle ScholarSimilar articles in Google Scholar[张鲜华]'s Articles[李红霞]'s ArticlesBaidu academicSimilar articles in Baidu academic[张鲜华]'s Articles[李红霞]'s ArticlesBing ScholarSimilar articles in Bing Scholar[张鲜华]'s Articles[李红霞]'s ArticlesTerms of UseNo data!Social Bookmark/Share

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