Papers by Ashwin Malshe
Journal of the Academy of Marketing Science
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Journal of Marketing Research
Although previous studies have established a direct link between customer-based metrics and stock... more Although previous studies have established a direct link between customer-based metrics and stock returns, research is unclear on the mediated nature of their association. The authors examine the association of customer satisfaction and abnormal stock returns, as mediated by the trading behavior of short sellers. Using quarterly data from 273 firms over 2007–2017, the authors find that short interest—a measure of short seller activity—mediates the impact of customer satisfaction and dissatisfaction on abnormal stock returns. Customer dissatisfaction has a more pronounced effect on short selling compared with customer satisfaction. In addition, customer satisfaction and dissatisfaction are more relevant for firms with low capital intensity and firms that face lower competitive intensity. The results show that a one-unit increase in customer satisfaction is associated with a .56 percentage point increase in abnormal returns, while a one-unit increase in customer dissatisfaction is ass...
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Journal of Marketing, 2015
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Cases in Business Model Development, 2015
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Cases in Business Model Development, 2015
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Journal of Applied Oral …, Jan 1, 2008
The purpose of this study was to analyze the inflammatory response of dog's periapical tissues to... more The purpose of this study was to analyze the inflammatory response of dog's periapical tissues to 17% trisodium EDTA salt (pH 8.0) and 1% citric acid (pH 2.0). Saline was used as a control. Six adult dogs were used as the biological model of the study. The experimental units comprised 56 roots of mandibular molars (first and second) and premolars (first, second and third). After coronal opening, pulpectomy and root canal instrumentation were performed using the above-mentioned irrigating solutions. After 24 and 48 hours, the animals were euthanized and the teeth and their supporting tissues were removed and histologically processed. The sections were stained with hematoxylin and eosin and analyzed histopathologically with a light microscope at x100 magnification. The histological analysis focused on the occurrence of acute inflammatory response. The presence of swelling, vasodilatation and inflammatory cells were evaluated and the degree of inflammation was determined for each case. Data were analyzed by Fisher's exact test using the SPSS software with a confidence interval of 95% (p<0.05). 17% EDTA and 1% citric acid caused inflammatory responses in dog's periapical tissues with no significant differences to each other or to saline (control) at either the 24-hour (p=0.482) or 48-hour (p=0.377) periods. It may be concluded that the inflammatory response was of mild intensity for the tested substances.
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Marketing actions can impact firm value through both product and capital markets. Recent literatu... more Marketing actions can impact firm value through both product and capital markets. Recent literature in finance suggests that in addition to systematic market risk, liquidity risk–the non-diversifiable systematic risk that a firm’s stock may become illiquid in times of market stress–is also priced. The authors examine a large panel of more than 1,800 firms from 1971 to 2005 and show that advertising lowers liquidity risk by increasing the number of individual investors in a firm. The impact of higher advertising on liquidity risk is more pronounced for firms that are younger, operate in BtoC markets, and have advertising expenditures between about $ .5 million and $ 20 million. Simulations show that increasing advertising expenditures by 25% increases firm value by up to 1.4% just due to a reduction in liquidity risk. Overall, the results suggest that, in addition to the product market impacts, researchers and managers should consider the valuation impact of marketing activities via their effect on investors in capital markets.
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Journal of Consumer Psychology, Jan 1, 2010
We show that adding entrant brands to a choice set comprising of a predominantly promotion brand ... more We show that adding entrant brands to a choice set comprising of a predominantly promotion brand and a predominantly prevention brand can make both promotion and prevention-oriented consumers susceptible to the attraction effect. If an entrant targets the brand possessing superior promotion (prevention) feature, the resulting dominance relationship allows the promotion (prevention) focused consumers to sustain their regulatory focus. Entrant brands (and the associated dominance heuristic) therefore contribute to decision value by allowing both promotion and prevention-focused consumers pursue their goal in a way that fits with their regulatory concerns.
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Journal of Business Research, Jan 1, 2009
We investigate if presenting a brand's promotion and prevention features in homogenous blocks (e.... more We investigate if presenting a brand's promotion and prevention features in homogenous blocks (e.g., two promotion features followed by two prevention features — a toothpaste that freshens breath, whitens teeth, stops plaque buildup and prevents cavities) as opposed to alternating their presentation order (a toothpaste that freshens breath, stops plaque buildup, whitens teeth, and prevents cavities) affects brand attitude. We find that alternating feature presentation improves brand evaluation among promotion-focused, but not prevention-focused, consumers. In mixed presentations, since each feature physically contrasts with those near it (e.g., promotion features bracketing a prevention feature), the resulting heightened distinctiveness increases the perceived variety of a brand's benefits and fits better with the advancement goals of promotion-focused consumers. We report two studies that support our predictions.
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Teaching Documents by Ashwin Malshe
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Drafts by Ashwin Malshe
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Papers by Ashwin Malshe
Teaching Documents by Ashwin Malshe
Drafts by Ashwin Malshe