Economic Value of Celebrity Endorsements: Tiger Woods' Impact on Sales of Nike Golf Balls
Economic Value of Celebrity Endorsements: Tiger Woods' Impact on Sales of Nike Golf Balls
Kevin Chung,Timothy P. Derdenger,K. Srinivasan
2013 · DOI: 10.1287/mksc.1120.0760
Marketing science (Providence, R.I.) · 136 Citations
TLDR
It is determined that from 2000 to 2010, the Nike golf ball division reaped an additional profit of $103 million through the acquisition of 9.9 million in sales from Tiger Woods' endorsement effect.