2022
DOI: 10.1002/mde.3574
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The marketing‐finance interface and national well‐being: An operant behavioral economics analysis

Abstract: 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 count… Show more

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Cited by 4 publications
(1 citation statement)
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“…As a subfield of economics, behavioral economics focuses on the psychological, social, and emotional factors that influence people's decision-making processes. Behavioral economics is being applied in many fields, such as marketing [63,64], finance [65], and health [66]. Naturally, when it comes to setting policies in the real world, it is necessary to consider the broader picture, i.e., the fact that people do not always behave the way classic economics expects them to.…”
Section: Humans and Bounded Rationalitymentioning
confidence: 99%
“…As a subfield of economics, behavioral economics focuses on the psychological, social, and emotional factors that influence people's decision-making processes. Behavioral economics is being applied in many fields, such as marketing [63,64], finance [65], and health [66]. Naturally, when it comes to setting policies in the real world, it is necessary to consider the broader picture, i.e., the fact that people do not always behave the way classic economics expects them to.…”
Section: Humans and Bounded Rationalitymentioning
confidence: 99%