IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v75y2023ics0969698923002837.html
   My bibliography  Save this article

Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure

Author

Listed:
  • Koshksaray, Amir Abedini
  • Quach, Sara
  • Trinh, Giang
  • Keivani, Somayeh Bahoush
  • Thaichon, Park

Abstract

This study aims to investigate the interaction effects of marketing and R&D expenditure on brand competitiveness based on performance indicators. While many studies have investigated the individual effects of marketing expenditure and R&D expenditure on a company's brand value, competitive advantage, and performance, there has been limited research on the interaction effect of these two indicators on brand competitiveness. Longitudinal data were collected from 145 companies over seven years, including 1015 observations. The companies were selected using the systematic removal method from 485 companies on the Tehran stock exchange market. We used a generalised method of moments (GMM) to analyse the data. Findings demonstrate that marketing, when considered independently, had a significant effect on brand competitiveness (as reflected in market share) in the long run, while R&D demonstrated a marginally significant effect. In addition, this study revealed that the interaction effect between marketing expenditure and R&D expenditure on brand competitiveness was marginally significant. These results demonstrate that companies need to invest in marketing activities to leverage the benefits of R&D in order to improve their brand competitiveness. As most companies often face budget constraints, maintaining investments in marketing and R&D is recommended to ensure sustained competitiveness in the long term.

Suggested Citation

  • Koshksaray, Amir Abedini & Quach, Sara & Trinh, Giang & Keivani, Somayeh Bahoush & Thaichon, Park, 2023. "Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    • Handle: RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002837
    DOI: 10.1016/j.jretconser.2023.103532
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923002837
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103532?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Fan, Joseph P.H. & Wong, T.J. & Zhang, Tianyu, 2007. "Politically connected CEOs, corporate governance, and Post-IPO performance of China's newly partially privatized firms," Journal of Financial Economics, Elsevier, vol. 84(2), pages 330-357, May.
    2. Shiu, Jerry Yuwen, 2021. "Risk-reduction strategies in competitive convenience retail: How brand confusion can impact choice among existing similar alternatives," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. Kwiatkowski, Denis & Phillips, Peter C. B. & Schmidt, Peter & Shin, Yongcheol, 1992. "Testing the null hypothesis of stationarity against the alternative of a unit root : How sure are we that economic time series have a unit root?," Journal of Econometrics, Elsevier, vol. 54(1-3), pages 159-178.
    4. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Chris Baumann & Hamin, 2011. "The role of culture, competitiveness and economic performance in explaining academic performance: a global market analysis for international student segmentation," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 21(2), pages 181-201, September.
    6. Rafiq, Shuddhasattwa & Salim, Ruhul & Smyth, Russell, 2016. "The moderating role of firm age in the relationship between R&D expenditure and financial performance: Evidence from Chinese and US mining firms," Economic Modelling, Elsevier, vol. 56(C), pages 122-132.
    7. Fornari, Daniele & Fornari, Edoardo & Grandi, Sebastiano & Menegatti, Mario, 2016. "Leading national brands facing store brands competition: Is price competitiveness the only thing that matters?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 234-241.
    8. Cheng, Louis T.W. & Chan, Ricky Y.K. & Leung, T.Y., 2018. "Impact of perk expenditures and marketing expenditures on corporate performance in China: The moderating role of political connections," Journal of Business Research, Elsevier, vol. 86(C), pages 83-95.
    9. Tsao, Wen-Yu, 2014. "Enhancing competitive advantages: The contribution of mediator and moderator on stickiness in the LINE," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 933-941.
    10. Gautham Vadakkepatt & Venkatesh Shankar & Rajan Varadarajan, 2021. "Should firms invest more in marketing or R&D to maintain sales leadership? An empirical analysis of sales leader firms," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1088-1108, November.
    11. G. Tomas M. Hult & David J. Ketchen, 2001. "Does market orientation matter?: a test of the relationship between positional advantage and performance," Strategic Management Journal, Wiley Blackwell, vol. 22(9), pages 899-906, September.
    12. Richard Lambert & Christian Leuz & Robert E. Verrecchia, 2007. "Accounting Information, Disclosure, and the Cost of Capital," Journal of Accounting Research, Wiley Blackwell, vol. 45(2), pages 385-420, May.
    13. Meyer, Jan-Hinrich & González, Eva M. & Lopez-Lomelí, Miguel A., 2022. "Better support for supportive jobs. How to improve brand performance through better compensation and training for in-store merchandisers," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    14. Dominique Guellec & Bruno Van Pottelsberghe de la Potterie, 2004. "From R&D to Productivity Growth: Do the Institutional Settings and the Source of Funds of R&D Matter?," Oxford Bulletin of Economics and Statistics, Department of Economics, University of Oxford, vol. 66(3), pages 353-378, July.
    15. Assarzadegan, Parisa & Hejazi, Seyed Reza, 2021. "A game theoretic approach for analyzing the competition between national and store brands by considering store loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    16. Swoboda, Bernhard & Berg, Bettina & Schramm-Klein, Hanna & Foscht, Thomas, 2013. "The importance of retail brand equity and store accessibility for store loyalty in local competition," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 251-262.
    17. Dejan Ravšelj & Aleksander Aristovnik, 2020. "The Impact of R&D Expenditures on Corporate Performance: Evidence from Slovenian and World R&D Companies," Sustainability, MDPI, vol. 12(5), pages 1-20, March.
    18. Olbrich, Rainer & Jansen, Hans Christian & Hundt, Michael, 2017. "Effects of pricing strategies and product quality on private label and national brand performance," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 294-301.
    19. Cui, Annie Peng & Hu, Michael Y. & Griffith, David A., 2014. "What makes a brand manager effective?," Journal of Business Research, Elsevier, vol. 67(2), pages 144-150.
    20. Hall, Bronwyn & Van Reenen, John, 2000. "How effective are fiscal incentives for R&D? A review of the evidence," Research Policy, Elsevier, vol. 29(4-5), pages 449-469, April.
    21. Markovitch, Dmitri G. & Huang, Dongling & Ye, Pengfei, 2020. "Marketing intensity and firm performance: Contrasting the insights based on actual marketing expenditure and its SG&A proxy," Journal of Business Research, Elsevier, vol. 118(C), pages 223-239.
    22. Blundell, Richard & Bond, Stephen, 1998. "Initial conditions and moment restrictions in dynamic panel data models," Journal of Econometrics, Elsevier, vol. 87(1), pages 115-143, August.
    23. Ruiqi, Wang & Wang, Fangjun & Xu, Luying & Yuan, Changhong, 2017. "R&D expenditures, ultimate ownership and future performance: Evidence from China," Journal of Business Research, Elsevier, vol. 71(C), pages 47-54.
    24. Rico Piehler & Michael Schade & Christoph Burmann, 2019. "Employees as a second audience: the effect of external communication on internal brand management outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 445-460, July.
    25. Robert Jacobson, 1990. "Unobservable Effects and Business Performance," Marketing Science, INFORMS, vol. 9(1), pages 74-85.
    26. repec:bla:jfinan:v:43:y:1988:i:1:p:1-19 is not listed on IDEAS
    27. Sharma, Piyush & Davcik, Nebojsa S. & Pillai, Kishore Gopalakrishna, 2016. "Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance," Journal of Business Research, Elsevier, vol. 69(12), pages 5662-5669.
    28. Alam, Ashraful & Uddin, Moshfique & Yazdifar, Hassan, 2019. "Institutional determinants of R&D investment: Evidence from emerging markets," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 34-44.
    29. Gary Erickson & Robert Jacobson, 1992. "Gaining Comparative Advantage Through Discretionary Expenditures: The Returns to R&D and Advertising," Management Science, INFORMS, vol. 38(9), pages 1264-1279, September.
    30. Sasaki, Takafumi, 2016. "Financial cash flows and research and development investment," Pacific-Basin Finance Journal, Elsevier, vol. 39(C), pages 1-15.
    31. Manuel Arellano & Stephen Bond, 1991. "Some Tests of Specification for Panel Data: Monte Carlo Evidence and an Application to Employment Equations," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 58(2), pages 277-297.
    32. Baumann, Chris & Hoadley, Susan & Hamin, Hamin & Nugraha, Albert, 2017. "Competitiveness vis-Ã -vis service quality as drivers of customer loyalty mediated by perceptions of regulation and stability in steady and volatile markets," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 62-74.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Behera, Rajat Kumar & Bala, Pradip Kumar & Rana, Nripendra P., 2024. "Assessing the intention to adopt computational intelligence in interactive marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Wilden, Ralf & Leiblein, Michael J. & Lin, Nidthida, 2024. "Exploring performance heterogeneity: Integrative insights from strategic management and marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kamguia, Brice & Keneck-Massil, Joseph & Nvuh-Njoya, Youssouf & Tadadjeu, Sosson, 2022. "Natural resources and innovation: Is the R&D sector cursed too?," Resources Policy, Elsevier, vol. 77(C).
    2. Da Teng & Douglas B. Fuller & Chengchun Li, 2018. "Institutional change and corporate governance diversity in China’s SOEs," Asia Pacific Business Review, Taylor & Francis Journals, vol. 24(3), pages 273-293, May.
    3. Bertrand, Olivier & Zuniga, Pluvia, 2006. "R&D and M&A: Are cross-border M&A different? An investigation on OECD countries," International Journal of Industrial Organization, Elsevier, vol. 24(2), pages 401-423, March.
    4. Hu, Juncheng, 2021. "Do facilitation payments affect earnings management? Evidence from China," Journal of Corporate Finance, Elsevier, vol. 68(C).
    5. Alam, Ashraful & Uddin, Moshfique & Yazdifar, Hassan & Shafique, Sujana & Lartey, Theophilus, 2020. "R&D investment, firm performance and moderating role of system and safeguard: Evidence from emerging markets," Journal of Business Research, Elsevier, vol. 106(C), pages 94-105.
    6. Woo Sung Kim & Kunsu Park & Sang Hoon Lee & Hongyoung Kim, 2018. "R&D Investments and Firm Value: Evidence from China," Sustainability, MDPI, vol. 10(11), pages 1-17, November.
    7. repec:tur:wpaper:9 is not listed on IDEAS
    8. Francesco Venturini, 2009. "The long-run impact of ICT," Empirical Economics, Springer, vol. 37(3), pages 497-515, December.
    9. Benjamin H. Liebman & Kara M. Reynolds, 2009. "Innovation Through Protection: Does Safeguard Protection Increase Investment in R and D?," Working Papers 2009-18, American University, Department of Economics.
    10. Carlos Alberto Piscarreta Pinto Ferreira, 2022. "Revisiting The Determinants Of Sovereign Bond Yield Volatility," Working Papers REM 2022/0241, ISEG - Lisbon School of Economics and Management, REM, Universidade de Lisboa.
    11. Sameena Ghazal & Tariq Aziz & Mosab I. Tabash & Krzysztof Drachal, 2024. "The Linkage between Corporate Research and Development Intensity and Stock Returns: Empirical Evidence," JRFM, MDPI, vol. 17(5), pages 1-17, April.
    12. Hulya Ulku, 2007. "R&D, innovation and output: evidence from OECD and nonOECD countries," Applied Economics, Taylor & Francis Journals, vol. 39(3), pages 291-307.
    13. Lasso-Valderrama, Francisco Javier & López-Enciso, Enrique Antonio, 2011. "Incrementos del salario mínimo legal : ¿Cuál es el impacto redistributivo del cambio en los precios relativos al consumidor?," Chapters, in: López Enciso, Enrique & Ramírez Giraldo, María Teresa (ed.), Formación de precios y salarios en Colombia T.2, volume 2, chapter 20, pages 840-869, Banco de la Republica de Colombia.
    14. Antonio Falato & Jae W. Sim, 2014. "Why Do Innovative Firms Hold So Much Cash? Evidence from Changes in State R&D Tax Credits," Finance and Economics Discussion Series 2014-72, Board of Governors of the Federal Reserve System (U.S.).
    15. Muhammad Arif Khan & Meng Bin & Chunlin Wang & Hazrat Bilal & Arshad Ali Khan & Irfan Ullah & Amjad Iqbal & Mohib Ur Rahman, 2023. "Impact of R&D on Firm Performance: Do Ownership Structure and Product Market Competition Matter?," SAGE Open, , vol. 13(4), pages 21582440231, November.
    16. Muhammad Haris & HongXing Yao & Gulzara Tariq & Ali Malik & Hafiz Mustansar Javaid, 2019. "Intellectual Capital Performance and Profitability of Banks: Evidence from Pakistan," JRFM, MDPI, vol. 12(2), pages 1-26, April.
    17. Benjamin H. Liebman & Kara M. Reynolds, 2013. "Innovation through Protection: Does Safeguard Protection Increase Investment in Research and Development?," Southern Economic Journal, John Wiley & Sons, vol. 80(1), pages 205-225, July.
    18. Baiardi, Donatella & Bianchi, Carluccio & Lorenzini, Eleonora, 2015. "The price and income elasticities of the top clothing exporters: Evidence from a panel data analysis," Journal of Asian Economics, Elsevier, vol. 38(C), pages 14-30.
    19. Markus Eberhardt & Francis Teal, 2008. "Modeling Technology and Technological Change in Manufacturing: How do Countries Differ?," CSAE Working Paper Series 2008-12, Centre for the Study of African Economies, University of Oxford.
    20. Thomas Strobel, 2012. "New evidence on the sources of EU countries’ productivity growth—industry growth differences from R&D and competition," Empirica, Springer;Austrian Institute for Economic Research;Austrian Economic Association, vol. 39(3), pages 293-325, August.
    21. Roberto Bande & Marika Karanassou, 2011. "The NRU and the Evolution of Regional Disparities in Spanish Unemployment," Documentos de trabajo - Analise Economica 0043, IDEGA - Instituto Universitario de Estudios e Desenvolvemento de Galicia.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002837. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.