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Citation

Database: PsycINFO
[ Journal Article ]
The effect of advertising slogan changes on the market values of firms.
Mathur, Lynette Knowles; Mathur, Ike
Journal of Advertising Research, Vol 35(1), Jan-Feb 1995, 59-65.

Abstract

  1. Used event study methodology (E. Fama et al, 1969) and a return-on-investment estimation procedure (S. Brown and J. Warner, 1985) to examine the effects of announcements of advertising slogan changes on the market values of 87 publicly traded firms. On average, a change in a firm's advertising slogan increased the firm's annual profit by $6 million to $8 million. Investors reacted to announcements of slogan changes on a delayed basis (rather than in the days immediately prior to the announcements) and, in general, assessed the revised strategies of the firms in a positive light. (PsycINFO Database Record (c) 2012 APA, all rights reserved)