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Showing 1 to 1 of 1 for “"firm reaction"”.
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Negative Celebrity Endorsement Publicity and Stock Returns: The Importance of Proactive Firm Reactions
… period from 1988 to 2012. My research shows that firms do not have to take losses for granted. By choosing proactive versus reactive/passive strategies, firms can successfully counteract the subsequent negative stock returns. Thus, it is not the negative event itself that drives the subsequent …