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Marketing and investor behavior: Insights, introspections, and indications

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  • Borah, Abhishek
  • Skiera, Bernd

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.

Suggested Citation

  • Borah, Abhishek & Skiera, Bernd, 2021. "Marketing and investor behavior: Insights, introspections, and indications," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 811-816.
    • Handle: RePEc:eee:ijrema:v:38:y:2021:i:4:p:811-816
    DOI: 10.1016/j.ijresmar.2021.09.011
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    References listed on IDEAS

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    1. Kurt, Didem & Pauwels, Koen & Kurt, Ahmet C. & Srinivasan, Shuba, 2021. "The asymmetric effect of warranty payments on firm value: The moderating role of advertising, R&D, and industry concentration," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 817-837.
    2. Healey, John & Mintz, Ofer, 2021. "What if your owners also own other firms in your industry? The relationship between institutional common ownership, marketing, and firm performance," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 838-856.
    3. Edeling, Alexander & Srinivasan, Shuba & Hanssens, Dominique M., 2021. "The marketing–finance interface: A new integrative review of metrics, methods, and findings and an agenda for future research," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 857-876.
    4. Abhishek Borah & Xin (Shane) Wang & Jun Hyun (Joseph) Ryoo, 2018. "Understanding Influence of Marketing Thought on Practice: an Analysis of Business Journals Using Textual and Latent Dirichlet Allocation (LDA) Analysis," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 5(3), pages 146-161, December.
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    Cited by:

    1. Abhishek Borah & Francesca Bonetti & Angelito Calma & José Martí-Parreño, 2023. "The Journal of the Academy of Marketing Science at 50: A historical analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 222-243, January.

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