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The marketing-finance interface and national wellbeing: An operant behavioral economics analysis

Porto, Rafael Barreiros and Foxall, Gordon Robert ORCID: 2022. The marketing-finance interface and national wellbeing: An operant behavioral economics analysis. Managerial and Decision Economics 43 (7) , pp. 2941-2954. 10.1002/mde.3574
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The research ascertains which countries' well-being metrics moderate the effects of marketing investments on corporate financial outcomes. We applied generalized estimating equations to firms in panel data from 131 countries covering 18 years. The results show that marketing investments raise market share regardless of country context, a global pattern. However, their effects are greater when considering economic growth. The impact of marketing on profitability and the companies' value increases when the country improves income distribution. The countries' developments generate higher financial outcomes, regardless of marketing investments. We highlight firsthand the global marketing–finance interface in its macro-environment, using operant behavioral economics.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: John Wiley and Sons
ISSN: 0143-6570
Date of First Compliant Deposit: 18 January 2022
Date of Acceptance: 17 January 2022
Last Modified: 11 Nov 2022 01:23

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