Bartz, Sherry; Molchanov, Alexander; Stork, Philip - In: Marketing Letters 24 (2013) 2, pp. 131-141
This paper investigates how the announcement of negative information about a celebrity endorser impacts firm value, as measured by abnormal stock returns. The unique data sample consists of 93 celebrity disgraces that occurred between 1986 and 2011, affecting firms listed on US stock exchanges....
