Research on the market effect of"China-Chic"clothing event from the perspective of national emotion
Adhering to cultural confidence not only enhances a country's soft power,but also consolidates national strength and promotes national prosperity and development.Adhering to the development path of focusing on national brands has become an important strategic choice for the"China-Chic"clothing industry enterprises.This paper uses the event study method to analyze the market effect of four Hong Kong-listed companies that have experienced the"China-Chic"clothing event.The study found that companies with positive national sentiment events can produce significant positive market effects,and companies with negative national sentiment events have significant negative market effects.It is thus clear that the market effects of companies with positive and negative national sentiment events are significantly different.Accordingly,it proposes that companies should rely on positive national emotional events to enhance their own value,and avoid negative national emotional events to avoid value loss;investors should pay attention to national emotional events to avoid investment risks.
national emotion"China-Chic"clothing eventmarket effects
NETL
NSTL
万方数据
