文章基本信息

标题：Impact of Sports Sponsorship on Share Prices of Sponsoring Firm: Evidence from Pakistan Supper League (PSL)
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作者：Hafiz Muhammad Naveed ; Hafiz Muhammad Naveed ; Yao Hongxing 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2020
卷号：10
期号：6
页码：268-283
DOI：10.6007/IJARBSS/v10-i6/7286
语种：English
出版社：Human Resource Management Academic Research Society
摘要：This empiricalstudy examinesthe effect of sports sponsorship announcements (SSA) on the share price (SP) of the sponsoring firm(Habib Bank Limited) by examiningnormal/actual returns, abnormal returns and expected returns.For this purpose, secondary data was collected ten days before & afterSP of HBL from SSA and utilized window-based methodology to accomplish the actual outcomes. The results ofthis window-based study showsthat SSA has a significant impact onSPof HBLand also positively impact onstock returnsof HBL. Besides,if comparatively visualize the consequences then market return (MR) ofHBL isslightly higher than the Karachi stockexchange KSE-100 index return. This study suggests thatsponsoring the sports events enhances the market capitalization and stock returns of sponsoring firms.