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

Yıl 2019, Cilt: 41 Sayı: 1, 181 - 198, 12.07.2019
https://doi.org/10.14780/muiibd.582318

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.

Kaynakça

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Toplam 65 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
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
Yayımlandığı Sayı Yıl 2019 Cilt: 41 Sayı: 1

Kaynak Göster

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 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. Temmuz 2019;41(1):181-198. doi:10.14780/muiibd.582318
Chicago 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 41, sy. 1 (Temmuz 2019): 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 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, 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 (Temmuz 2019), 181-198. https://doi.org/10.14780/muiibd.582318.
JAMA 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, 2019, ss. 181-98, doi:10.14780/muiibd.582318.
Vancouver 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):181-98.