ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES

Fatma Hilal Ergen Keleş; Burç Ülengin

doi:10.14780/muiibd.582318

ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES

Abstract

Event study methodology, which relies on market efficiency, investigates stock price changes after an event. Despite this methodology arises in the finance literature, it found a wide execution area including the marketing literature. Event study makes it possible to observe the effect of diverse marketing activities on financial value and is therefore very suitable for understanding marketingfinance interface. Empirical findings of product recall studies suggest that a product recall cause to a decrease the firm value. Furthermore, product recall studies adopt event studies that help better understand the reactions of the investors to different marketing strategies in a crisis context. However, only limited studies are available in this field. This paper covers (1) an instruction an instruction of the methodology, (2) a review that highlights the implementations of the method in the marketing literature, (3) summary of studies that measure the effect of marketing strategies in the product recall context, and (4) propositions for further empirical testing. We aim to guide further empirical studies.

Keywords

Event study methodology,product harm crises,product recall,marketing strategy

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Details

Primary Language

English

Subjects

-

Journal Section

Research Article

Authors

Fatma Hilal Ergen Keleş ^* This is me
0000-0002-3914-6459

Burç Ülengin
0000-0001-5276-8861

Publication Date

July 12, 2019

Submission Date

February 1, 2019

Acceptance Date

-

Published in Issue

Year 2019 Volume: 41 Number: 1

DOI

https://doi.org/10.14780/muiibd.582318

IZ

https://izlik.org/JA28PS52XS

Cite

RIS / Bibtex

APA

Ergen Keleş, F. H., & Ülengin, B. (2019). ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 41(1), 181-198. https://doi.org/10.14780/muiibd.582318

AMA

1.Ergen Keleş FH, Ülengin B. ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2019;41(1):181-198. doi:10.14780/muiibd.582318

Chicago

Ergen Keleş, Fatma Hilal, and Burç Ülengin. 2019. “ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi 41 (1): 181-98. https://doi.org/10.14780/muiibd.582318.

EndNote

Ergen Keleş FH, Ülengin B (July 1, 2019) ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 41 1 181–198.

IEEE

[1]F. H. Ergen Keleş and B. Ülengin, “ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES”, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol. 41, no. 1, pp. 181–198, July 2019, doi: 10.14780/muiibd.582318.

ISNAD

Ergen Keleş, Fatma Hilal - Ülengin, Burç. “ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES”. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 41/1 (July 1, 2019): 181-198. https://doi.org/10.14780/muiibd.582318.

JAMA

1.Ergen Keleş FH, Ülengin B. ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2019;41:181–198.

MLA

Ergen Keleş, Fatma Hilal, and Burç Ülengin. “ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, vol. 41, no. 1, July 2019, pp. 181-98, doi:10.14780/muiibd.582318.

Vancouver

1.Fatma Hilal Ergen Keleş, Burç Ülengin. ISSUES IN THE USE OF THE EVENT STUDY METHODOLOGY: AN ANALYSIS OF MARKETING STRATEGIES IN PRODUCT RECALL STUDIES. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2019 Jul. 1;41(1):181-98. doi:10.14780/muiibd.582318