Angulo-Ruiz, FernandoDonthu, NaveenPrior, DiegoRialp-Criado, Josep2024-01-182024-01-182022Angulo-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-06-2020-0423https://hdl.handle.net/20.500.14078/3374We 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.enAttribution-NonCommercial (CC BY-NC)marketing capabilitiesmarketing budgetinternal financingexternal financingnetwork DEARBVPecking Order theoryrecessionstrategic financial flexibilityArticle Post-Printhttps://doi.org/10.1108/EJM-06-2020-0423