The assistant professor of marketing received 鈥淏est Paper Award in Marketing Strategy track鈥 and 鈥淥verall Best Conference Paper Award.鈥
Prachi Gala, assistant professor of marketing in the Martha and Spencer Love School of Business, attended the virtual 2020 Atlantic Marketing Association conference on Oct. 2, where she was honored with two awards for her paper, 鈥淏reaking the News: How does CEO Media Coverage Influence Consumers and Shareholder Perceptions?鈥
Gala and co-author Samuel Staebler, assistant professor of marketing at Tilburg University, were recognized with Best Paper in the Marketing Strategy track and Overall Best Conference Paper honors.
Their research explores the impact of CEO behavior covered in press media on stock returns and customer perception along with levers like media volume and media valence that drive the CEO behavior stock returns/customer perception relationship.
In the paper, the authors 鈥渓ook at six types of CEO news categories (scandals, accomplishments, compensation, changes, political ideologies, altruism) and compare and contrast their individual impact on the customer perceptions and stock returns.鈥
This year鈥檚 conference marked the 45th anniversary of the Atlantic Marketing Association, encouraging the development of lasting friendships through networking opportunities.
Gala joined the 黑料不打烊 faculty in 2018 after earning her doctorate in Business Administration with a concentration in Marketing from the University of Mississippi. Prior to starting her academic career at 黑料不打烊, she worked as a business technology analyst and a marketing strategist.