Browsing by Author "Rialp-Criado, Josep"
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Item Funding marketing resources and capabilities during a recession: An empirical examination of top corporate advertisers(2022) Angulo-Ruiz, Fernando; Donthu, Naveen; Prior, Diego; Rialp-Criado, JosepWe ask whether the funding behaviour of companies is different during a recession. Specifically, we study whether firms fund marketing resources and capabilities with internal or external financing during a recession, and under which conditions of strategic financial flexibility debt might be used to fund marketing resources and capabilities in recessions.