Abstract
Management researchers have long been interested in the impact of endorsement on firm performance. While previous research has focused predominantly on how differences between endorsing parties moderates the impact of their endorsements on target firms, we seek to better understand the opposite side of the equation, namely how differences between firms influences the value of endorsements they receive. The present study examines endorsements within the major home appliance industry over the years 2006- 2015. We focus on a largely unexplored type of endorsement within the endorsement literature, specifically brand endorsement, and the impact that those endorsements have on market share growth. We argue that not only does receiving endorsement positively impact the performance of firms’ brands, but that the value of those endorsements are moderated by the brands’ own reputations and prominence in the market.
Published Version
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