Marketing and investor behavior: Insights, introspections, and indications

Abhishek Borah and Bernd Skiera

International Journal of Research in Marketing, 2021, vol. 38, issue 4, 811-816

Abstract: This article introduces three exemplary articles that speak to novel, current, and important issues in marketing and investor behavior. One proposes a novel measure of quality using warranties, another examines the context of common ownership, and another provides a sweeping review of the marketing-finance interface. In addition to introducing these articles in the special section, we examine the major topics and their impact in a quarter-century of research on the marketing-finance interface encompassing 373 articles. We identify ten major topics from which the topic stock performance had the highest coverage (19%). The remaining nine topics are covered roughly equally. The topic with the highest average number of citations is marketing spending followed by new products & innovations. We also identify an increasing number of articles over the last quarter-century that underlines the importance of the research on the marketing-finance interface. Finally, we put forward opportunities for the future of marketing-finance interface fusing novel data sources with decisive firm value outcomes.

Keywords: Marketing-finance; Firm value; Historical analysis; Citation analysis; Topic modelling; Latent dirichlet allocation (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:38:y:2021:i:4:p:811-816

DOI: 10.1016/j.ijresmar.2021.09.011

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