ARTIFICIAL INTELLIGENCE INVESTMENT AND FIRMS’ MARKET-BASED BRAND INFLUENCE

Liangliang Xue; Zaira Satpayeva; Haixia Ren; Dana Kangalakova

ARTIFICIAL INTELLIGENCE INVESTMENT AND FIRMS’ MARKET-BASED BRAND INFLUENCE

Abstract

This study examines the relationship between AI investment and firms’ marketbased brand influence and the mechanisms underlying this relationship. Empirical models were constructed using panel data on Chinese A-share-listed firms from 2014 to 2023. Market-based brand influence is measured by market share, while AI investment is measured by the logarithm of firms’ AI spending. It was found that AI investment is positively associated with firms’ marketbased brand influence. For every 10% increase in firm AI investment, marketbased brand influence will increase by 0.338%. Corporate financial growth momentum is a mediating channel through which AI investment enhances brand influence. Financing constraints negatively moderate the relationship between AI investment and market-based brand influence. The positive association between AI investment and market-based brand influence is stronger among non-manufacturing firms. These findings empirically link AI-driven innovation to market-based brand outcomes and extend the literature on AI’s strategic value.

Keywords

Ethical Statement

This study did not require approval from an ethics committee as it did not involve human participants, animals, or sensitive personal data. The study used secondary firm-level data obtained from the CSMAR database.

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Details

Primary Language

English

Subjects

Economic Theory (Other)

Journal Section

Research Article

Authors

Liangliang Xue ^* This is me
Kazakhstan

Zaira Satpayeva This is me
0000-0002-1644-3709
Kazakhstan

Haixia Ren This is me
0009-0006-2945-9087
Kazakhstan

Dana Kangalakova This is me
0000-0001-8388-8559
Kazakhstan

Publication Date

November 1, 2026

Submission Date

March 19, 2026

Acceptance Date

October 2, 2026

Published in Issue

Year 2026 Volume: 8 Number: 4

IZ

https://izlik.org/JA85WT66WP

Cite

RIS / Bibtex

APA

Xue, L., Satpayeva, Z., Ren, H., & Kangalakova, D. (2026). ARTIFICIAL INTELLIGENCE INVESTMENT AND FIRMS’ MARKET-BASED BRAND INFLUENCE. Eurasian Research Journal, 8(4), 397-415. https://izlik.org/JA85WT66WP

AMA

1.Xue L, Satpayeva Z, Ren H, Kangalakova D. ARTIFICIAL INTELLIGENCE INVESTMENT AND FIRMS’ MARKET-BASED BRAND INFLUENCE. ERJ. 2026;8(4):397-415. https://izlik.org/JA85WT66WP

Chicago

Xue, Liangliang, Zaira Satpayeva, Haixia Ren, and Dana Kangalakova. 2026. “ARTIFICIAL INTELLIGENCE INVESTMENT AND FIRMS’ MARKET-BASED BRAND INFLUENCE”. Eurasian Research Journal 8 (4): 397-415. https://izlik.org/JA85WT66WP.

EndNote

Xue L, Satpayeva Z, Ren H, Kangalakova D (November 1, 2026) ARTIFICIAL INTELLIGENCE INVESTMENT AND FIRMS’ MARKET-BASED BRAND INFLUENCE. Eurasian Research Journal 8 4 397–415.

IEEE

[1]L. Xue, Z. Satpayeva, H. Ren, and D. Kangalakova, “ARTIFICIAL INTELLIGENCE INVESTMENT AND FIRMS’ MARKET-BASED BRAND INFLUENCE”, ERJ, vol. 8, no. 4, pp. 397–415, Nov. 2026, [Online]. Available: https://izlik.org/JA85WT66WP

ISNAD

Xue, Liangliang - Satpayeva, Zaira - Ren, Haixia - Kangalakova, Dana. “ARTIFICIAL INTELLIGENCE INVESTMENT AND FIRMS’ MARKET-BASED BRAND INFLUENCE”. Eurasian Research Journal 8/4 (November 1, 2026): 397-415. https://izlik.org/JA85WT66WP.

JAMA

1.Xue L, Satpayeva Z, Ren H, Kangalakova D. ARTIFICIAL INTELLIGENCE INVESTMENT AND FIRMS’ MARKET-BASED BRAND INFLUENCE. ERJ. 2026;8:397–415.

MLA

Xue, Liangliang, et al. “ARTIFICIAL INTELLIGENCE INVESTMENT AND FIRMS’ MARKET-BASED BRAND INFLUENCE”. Eurasian Research Journal, vol. 8, no. 4, Nov. 2026, pp. 397-15, https://izlik.org/JA85WT66WP.

Vancouver

1.Liangliang Xue, Zaira Satpayeva, Haixia Ren, Dana Kangalakova. ARTIFICIAL INTELLIGENCE INVESTMENT AND FIRMS’ MARKET-BASED BRAND INFLUENCE. ERJ [Internet]. 2026 Nov. 1;8(4):397-415. Available from: https://izlik.org/JA85WT66WP