Celebrity endorsers' performance on the "ground" and on the "floor"

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dc.contributor.authorNicolau, Juan Luisen
dc.contributor.authorSanta-María, María Jesúsen
dc.date.accessioned2024-07-31T19:29:35Zen
dc.date.available2024-07-31T19:29:35Zen
dc.date.issued2012-10-18en
dc.description.abstractThis article analyzes the relationship between two types of performances, one on the ground (of a tennis court) and the other on the floor (of the stock market). The empirical application looks into the tennis player, Rafael Nadal, and his endorsing firms. The findings show a positive reaction in the market value when the tennis player wins matches in the Grand Slams, the intriguing effect being the diminishing sensitivity pattern that such reaction shows and the absence of loss aversion.en
dc.description.versionAccepted versionen
dc.format.extentPages 143-149en
dc.format.extent7 page(s)en
dc.format.mimetypeapplication/pdfen
dc.identifier.doihttps://doi.org/10.1007/s11002-012-9212-3en
dc.identifier.eissn1573-059Xen
dc.identifier.issn0923-0645en
dc.identifier.issue2en
dc.identifier.orcidNicolau Gonzalbez, Juan [0000-0003-0048-2823]en
dc.identifier.urihttps://hdl.handle.net/10919/120812en
dc.identifier.volume24en
dc.language.isoenen
dc.publisherSpringeren
dc.relation.urihttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000317975200004&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=930d57c9ac61a043676db62af60056c1en
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjectFirm valueen
dc.subjectDiminishing sensitivityen
dc.subjectLoss aversionen
dc.subjectTennisen
dc.subjectEndorsementen
dc.subjectCelebrity endorseren
dc.titleCelebrity endorsers' performance on the "ground" and on the "floor"en
dc.title.serialMarketing Lettersen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten
dc.type.otherArticleen
dc.type.otherJournalen
pubs.organisational-group/Virginia Techen
pubs.organisational-group/Virginia Tech/Pamplin College of Businessen
pubs.organisational-group/Virginia Tech/Pamplin College of Business/Hospitality and Tourism Managementen
pubs.organisational-group/Virginia Tech/All T&R Facultyen
pubs.organisational-group/Virginia Tech/Pamplin College of Business/PCOB T&R Facultyen

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