(The) impact of celebrity controversies on price premiums in the resale market재판매 시장에서 유명인의 논란이 가격 프리미엄에 미치는 영향

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We address how Kanye West’s negative scandal would have an impact on the Yeezy Boost products’ price premium. The price premium is a good measure to track the consumers’ preference towards the brand. For the methodology, we use the difference-in-differences to see the change in the price premium when the repeated scandal and apology occur. Before using difference-in-differences, I used propensity score matching (PSM) to match each control group to treatment groups. We handled two big Kanye West scandals that happened in a short period of time and apologized for two previous controversies. These events are seen as shocks in difference-in-differences methods and cause a change in the price premium. The price premium after the apology has been shown to be relatively lower than before, and the second controversy has had a more negative price premium compared to the first controversy. It appears that the inappropriate apology at the wrong time worsens the brand image.
Advisors
Zo, Hangjungresearcher조항정researcher
Description
한국과학기술원 :기술경영학부,
Publisher
한국과학기술원
Issue Date
2022
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 기술경영학부, 2022.2,[iii, 25 p. :]

URI
http://hdl.handle.net/10203/308162
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=997152&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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