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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Fatma Hilal Ergen Keleş ^* Bu kişi benim
0000-0002-3914-6459

Burç Ülengin
0000-0001-5276-8861

Yayımlanma Tarihi

12 Temmuz 2019

Gönderilme Tarihi

1 Şubat 2019

Kabul Tarihi

-

Yayımlandığı Sayı

Yıl 2019 Cilt: 41 Sayı: 1

DOI

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

IZ

https://izlik.org/JA28PS52XS

Kaynak Göster

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, ve 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 (01 Temmuz 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 ve 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, c. 41, sy 1, ss. 181–198, Tem. 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 (01 Temmuz 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, ve 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, c. 41, sy 1, Temmuz 2019, ss. 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. 01 Temmuz 2019;41(1):181-98. doi:10.14780/muiibd.582318