代言明星负面新闻对上市公司价值的影响研究——基于21个典型事件的分析
On the Influence of Negative News of Celebrity Endorsement on the Value of Listed Companies——An Analysis Based on 21 Typical Events
张鲜华 1李红霞1
作者信息
- 1. 兰州财经大学,甘肃 兰州 730101
- 折叠
摘要
文章运用事件分析法,选取来自我国A股资本市场跨度长达7年间的21个真实代言明星负面新闻事件作为样本,对其所代言的上市公司股价变化展开分析.结果表明,明星负面新闻被披露的当 日,其所代言的公司股价会应声下跌,且在第7天跌至最低点.相较于"违情类"新闻,代言明星"违法类"负面新闻对股价造成的消极影响更为显著;同时,与男明星相比,女性代言明星的负面新闻对股价的消极影响更为显著.最后,文章指出,上市公司需制定个性化代言策略,选择形象匹配度高、个性契合,且综合实力均衡的代言明星,需建立突发事件舆情应对机制,加强对代言明星行为的约束.
Abstract
Using event analysis method,this paper selects 21 real cases of negative news events spanning 7 years from China's A-share capital market as samples,and analyzes the changes in stock prices of the companies endorsed by celebrities.The findings indicate that:(1)on the day when negative news about a celebrity is disclosed,the stock price of the endorsed company experiences a significant decline,reaching its lowest point on the 7th day;(2)negative news involving"illegal activities"by celebrity endorsers,compared to that involving their"illicit relationship",has a more significant negative impact on stock prices;(3)negative news about female celebrity endorsers has a more pronounced negative effect on stock prices compared to male ones.The paper suggests that listed companies should develop personalized endorsement strategies,select celebrities with a high degree of image compatibility,personality alignment,and balanced overall strength.Additionally,it is necessary to strengthen the constraints on celebrity endorsers'behavior,and establish crisis communication mechanisms.
关键词
负面新闻/代言明星/企业价值/个性化代言策略/长期商业影响力/舆情应对机制Key words
negative news/celebrity endorsement/corporate value/personalized endorsement strategies/long-term commercial influence/crisis communication mechanism引用本文复制引用
基金项目
2020年度国家社会科学基金项目(20BGL130)
2021年度兰州财经大学科研项目(Lzufe2021B-018)
出版年
2024
NETL
NSTL
万方数据