In the News

When Star Power Hits the Rough

Apr 8, 2010 Victor Stango Celebrity Endorsements, Firm Value and Reputation Risk: Evidence from the Tiger Woods Scandal The Financial Times

Financial Times article cites study by Christopher Knittel and Victor Stango, economists at the University of California, Davis, the collective loss in stock market value of all the companies that Woods endorsed was worth $5 billion – $12 billion by the middle of December.

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In the News

Apr 8, 2010 Victor Stango Celebrity Endorsements, Firm Value and Reputation Risk: Evidence from the Tiger Woods Scandal The Financial Times

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Victor Stango
Associate Professor of Management

Jul 16, 2012 Economics Ph.D., University of California, Davis

Research Expertise: Consumer and firm behavior in banking markets, the design of sound public policy in banking

Associate Professor Victor Stango’s current research focuses on household financial decision making over both short- and long-term time horizons. His other current work, supported by a grant from the National Science Foundation, examines how information technology outsourcing affects firms and consumers in the financial services industry. Stango has also studied the credit card and ATM markets, and has a side interest in sports economics.

Gallagher Hall
Room 3202

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(530) 752-3535

(530) 752-2924 Fax

vstango[remove-this-and-replace-with-at]ucdavis.edu

Research

Celebrity Endorsements, Firm Value and Reputation Risk: Evidence from the Tiger Woods Scandal

Jun 1, 2009 Victor Stango Tiger Woods' Sponsors Jumping Ship When Star Power Hits the Rough Tiger's Return: Can He Bring the Brands Back? Economics

In this study, Professors Victor Stango and Christopher R. Knittel estimate the stock market effects of the Tiger Woods scandal on his sponsors and sponsors’ competitors. In the 10-15 trading days after the onset of the scandal, the full portfolio of sponsors lost more than two percent of market value, with losses concentrated among the core three sponsors EA, Nike and PepsiCo (Gatorade).

UC Davis Graduate School of Management

When Star Power Hits the Rough

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Victor Stango
Associate Professor of Management

Celebrity Endorsements, Firm Value and Reputation Risk: Evidence from the Tiger Woods Scandal

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When Star Power Hits the Rough

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