... movement and the actual returns, provides an unbiased estimate of the economic worth of the event In marketing area, event study approach has been used to examine the financial consequences of the ... (1), 24-26 The worth of sport, Page 13 Journal of Management and Marketing Research Simon, Carol J and Mary W Sullivan (1993), The Measurement and Determinants of Brand Equity: A Financial Approach,” ... dimensions: the width and depth of the interest in the event (Shani and Sandler, 1996): Global events: World Cup, Summer Olympic International events: Pan American Games, Tour De France, U.S Open...