Chen, Chun-Da; Chen, Chih-Chun - In: Journal of Sports Economics 13 (2012) 2, pp. 169-197
effects of a parent company’s stock prices from a sports marketing perspective. The empirical results show that there are … that the retail industry is the most likely sector to adopt sports marketing strategies to enhance firm performances and … returns when teams backed by this industry win the championship, as compared with non-retail industries. The related sports …