Research
My research is guided by Upper Echelons Theory, with a focus on how CEO personality traits and executive behaviors shape strategic decisions and market outcomes. I am particularly interested in examining CEOs' visible behaviors and communication patterns through content analyses of company reports, earnings calls, and social media using linguistic tools such as LIWC (Linguistic Inquiry and Word Count) and DICTION.
In addition to studying leadership dynamics, my research explores how psychological traits and technological innovations influence consumer behavior, marketing strategies, and firm performance.
Select Research Publications:
1. Prachi Gala Saim Kashmiri, Duncan Nicol (2024) “Female CEOs and corporate social responsibility: Effect of CEO gender on relational and rational CSR” European Journal of Marketing.
2. Stefan Sleep, Prachi Gala, Dana Harrison (2024) “The impact of information governance on information quality and firm performance: role of IT/marketing collaboration” Journal of Strategic Marketing, 12, 1-19.
3. Samuel Stäbler, Prachi Gala (2024) “The Impact of CEO Behavior on Customer Brand and Shareholder Perception” accepted, Marketing Letters.
4. Prachi Gala Saim Kashmiri, Duncan Nicol (2024) “Effect of CEO-TMT pay ratio on the value of New Product Introductions” accepted, International Journal of Corporate Governance.
5. Robert Randolph, Eric Kushins, Prachi Gala (2023) “How Family Firm Advisors Understand Their Clients: A Mixed-Methods Analysis of Social Capital Signaling in Web-Based Marketing” Journal of Family Business Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JFBM-04-2023-0056
6. Stefan Sleep, Prachi Gala, and Dana Harrison (2023) "Removing silos to enable data-driven decisions: The importance of marketing and IT knowledge, cooperation, and information quality" Journal of Business Research, 156, 113471.
7. Prachi Gala, Saim Kashmiri (2022) “Exploring the Dark Side of Integrity: Impact of CEO Integrity on Firms’ Innovativeness, Risk-Taking, And Proactiveness” European Journal of Marketing.
8. Ghazwani Salman, Patrick van Esch, Yuanyuan Gina Cui, Prachi Gala (2022) "Artificial intelligence, financial anxiety and cashier-less checkouts: a Saudi Arabian perspective" International Journal of Bank Marketing.
9. Anubha Misra, Lori Baker-Eveleth, Prachi Gala, Justin Stachofsky (2022) "Factors influencing actual usage of fitness tracking devices: Empirical evidence from the UTAUT model" Health Marketing Quarterly, 1-20.
10. Saim Kashmiri, Prachi Gala, Cameron Duncan Nicol (2019) “Seeking pleasure or avoiding pain: Influence of CEO regulatory focus on firms' advertising, R&D, and marketing controversies” Journal of Business Research, 105, 227-242.
[Full list of publications available upon request or on my Google Scholar page]
