首页|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

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

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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.
On the Influence of Negative News of Celebrity Endorsement on the Value of Listed Companies——An Analysis Based on 21 Typical Events
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.

negative newscelebrity endorsementcorporate valuepersonalized endorsement strategieslong-term commercial influencecrisis communication mechanism

张鲜华、李红霞

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兰州财经大学,甘肃 兰州 730101

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

2020年度国家社会科学基金项目2021年度兰州财经大学科研项目

20BGL130Lzufe2021B-018

2024

武汉商学院学报
武汉商业服务学院

武汉商学院学报

影响因子：0.318
ISSN：1009-2277
年,卷(期)：2024.38(1)
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