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Funding marketing resources and capabilities during a recession: An empirical examination of top corporate advertisers

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dc.contributor.authorAngulo-Ruiz, Fernando
dc.contributor.authorDonthu, Naveen
dc.contributor.authorPrior, Diego
dc.contributor.authorRialp-Criado, Josep
dc.date.accessioned2024-01-18T16:22:14Z
dc.date.available2024-01-18T16:22:14Z
dc.date.issued2022
dc.description.abstractWe 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.
dc.identifier.citationAngulo-Ruiz, F., Donthu, N., Prior, D., & Rialp, J. (2022), “Funding marketing resources and capabilities during a recession: An empirical examination of top corporate advertisers”. European Journal of Marketing, 56 (8), 2138-2171. DOI: https://doi.org/10.1108/EJM-06-2020-0423
dc.identifier.doihttps://doi.org/10.1108/EJM-06-2020-0423
dc.identifier.urihttps://hdl.handle.net/20.500.14078/3374
dc.language.isoen
dc.rightsAttribution-NonCommercial (CC BY-NC)
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/
dc.subjectmarketing capabilities
dc.subjectmarketing budget
dc.subjectinternal financing
dc.subjectexternal financing
dc.subjectnetwork DEA
dc.subjectRBV
dc.subjectPecking Order theory
dc.subjectrecession
dc.subjectstrategic financial flexibility
dc.titleFunding marketing resources and capabilities during a recession: An empirical examination of top corporate advertisersen
dc.typeArticle Post-Print

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Department of International Business, Marketing, Strategy and Law