Economic Contractions and Effectiveness of Marketing Activities: a Case From the Automotive Industry

dc.authorid Kaya Aydin, Gizem/0000-0002-6870-7219
dc.authorscopusid 6601980161
dc.authorscopusid 6602991586
dc.authorscopusid 6507367822
dc.authorscopusid 57211287066
dc.authorscopusid 57433851200
dc.authorscopusid 57209064576
dc.authorwosid Kaya Aydin, Gizem/ADC-9598-2022
dc.contributor.author Uray, Nimet
dc.contributor.author Uray, Nimet
dc.contributor.author Ulengin, Fusun
dc.contributor.author Ulengin, Burc
dc.contributor.author Beyhan, Hidayet
dc.contributor.author Sirkeci, Kubra
dc.contributor.author Aydin, Gizem Kaya
dc.contributor.other Business Administration
dc.date.accessioned 2024-06-23T21:38:08Z
dc.date.available 2024-06-23T21:38:08Z
dc.date.issued 2024
dc.department Kadir Has University en_US
dc.department-temp [Uray, Nimet; Sirkeci, Kubra] Kadir Has Univ, Dept Business Adm, TR-34083 Istanbul, Turkiye; [Ulengin, Fusun] Sabanci Univ, Sch Management, TR-34945 Tuzla, Istanbul, Turkiye; [Ulengin, Burc; Aydin, Gizem Kaya] Istanbul Tech Univ, Dept Management Engn, TR-34367 Macka, Istanbul, Turkiye; [Beyhan, Hidayet] Bitlis Eren Univ, Fac Econ & Adm Sci, TR-13100 Bitlis, Turkiye en_US
dc.description Kaya Aydin, Gizem/0000-0002-6870-7219 en_US
dc.description.abstract Environmental and market factors play an essential role in shaping the evaluation of the strategy and performance of organizations as well as moderating these relationships. This study examines how the effectiveness of different marketing actions changes in the passenger car industry by considering brand-based data during economic contraction, which most countries experience, especially during and after the COVID-19 era. Different marketing activities' effectiveness means examining each action's impact on performance. Performance is measured by sales volume and market share through quarterly data between 2010 and 2018, while advertising, pricing, and distribution are considered marketing actions in this study. The model is estimated using the fixed effect panel estimated generalized least square. The results support that price competitiveness and investing in advertising, including social media during recessions, are two critical factors enhancing performance through sales volume in the car segment covered in the study. In addition, distribution intensity positively influences the sales volume of each car brand and model, while this effect does not change during the recession. In the case of performance measurement through market share, the total impact of advertising expense on performance during a downturn is found to be zero in contrast to the sales volume-based analysis. The price-related result is found to be in a similar direction, while distribution hurts performance during economic contraction. Unlike most studies in the literature, the study offers the opportunity to discuss the impact of economic contradiction, both in an understudied industry and in a sub-sector/segment where competition and sales are intense. en_US
dc.description.sponsorship Trkiye Bilimsel ve Teknolojik Arascedil;timath;rma Kurumu [120K150]; Turkey's Scientific and Technological Research Institution (TUBITAK) en_US
dc.description.sponsorship This paper is a product of a scientific project funded by Turkey's Scientific and Technological Research Institution (TUBITAK) (Grant No. 120K150). en_US
dc.identifier.citationcount 0
dc.identifier.doi 10.1057/s41270-024-00314-1
dc.identifier.issn 2050-3318
dc.identifier.issn 2050-3326
dc.identifier.scopus 2-s2.0-85194845646
dc.identifier.scopusquality Q1
dc.identifier.uri https://doi.org/10.1057/s41270-024-00314-1
dc.identifier.uri https://hdl.handle.net/20.500.12469/5752
dc.identifier.wos WOS:001236518400002
dc.language.iso en en_US
dc.publisher Palgrave Macmillan Ltd en_US
dc.relation.publicationcategory Makale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı en_US
dc.rights info:eu-repo/semantics/closedAccess en_US
dc.scopus.citedbyCount 2
dc.subject Economic contractions en_US
dc.subject Marketing activities en_US
dc.subject Passenger car industry en_US
dc.subject Business performance en_US
dc.subject Quarterly data en_US
dc.subject M31 en_US
dc.subject M37 en_US
dc.subject E70 en_US
dc.subject M21 en_US
dc.title Economic Contractions and Effectiveness of Marketing Activities: a Case From the Automotive Industry en_US
dc.type Article en_US
dc.wos.citedbyCount 2
dspace.entity.type Publication
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