The Wealth Effects Associated with a Celebrity Endorser: The Michael Jordan Phenomenon
研究发现，迈克尔·乔丹1995年重返NBA的传闻使其代言公司的股票市值平均上涨近2%，合计超过10亿美元，揭示了名人代言对股东财富的显著影响。
On March 9, 1995, rumors began to circulate on Wall Street concerning Michael Jordan’s impending return to the Chicago Bulls. Jordan had previously retired from playing professional basketball in 1993 to play baseball. The results of this study show that anticipation of Jordan’s return to the NBA, and the related increased visibility for him, resulted in an average increase in the market-adjusted values of his client firms of almost 2 percent, or more than $1 billion in stock market value.