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

Nicolau, Juan LuisSanta-María, María Jesús2024-07-312024-07-312012-10-180923-0645https://hdl.handle.net/10919/120812This 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.Pages 143-1497 page(s)application/pdfenCreative Commons Attribution 4.0 InternationalFirm valueDiminishing sensitivityLoss aversionTennisEndorsementCelebrity endorserCelebrity endorsers' performance on the "ground" and on the "floor"Article - RefereedMarketing Lettershttps://doi.org/10.1007/s11002-012-9212-3242Nicolau Gonzalbez, Juan [0000-0003-0048-2823]1573-059X