Title: The mediation effect of marketing expertise on marketing assets and capabilities toward financial performance
Authors: Mamoun N. Akroush
Addresses: Talal Abu-Ghazaleh Graduate School of Business Administration, The German-Jordanian University, P.O. Box 921951, Amman, 11192, Jordan
Abstract: The purposes of this study are to investigate the relationship between marketing assets and capabilities and financial performance in Jordan|s telecommunications organisations as well as examining the mediating role of marketing expertise on such relationship. A structured questionnaire was developed and distributed to a sample of 339 managers from which 292 were valid and used in the analysis. Marketing assets were classified into built-in and invested-in marketing assets, while marketing capabilities were classified into internal and external marketing capabilities. Structural equation modelling was utilised to test the research model. Empirical findings indicate that marketing assets and capabilities have a positive and significant effect on the financial performance. Furthermore, marketing expertise partially mediates the relationship between marketing assets and capabilities and financial performance. The fact that this is one of the very few empirical studies conducted in Jordan where marketing assets and capabilities research is relatively scarce, adds to its originality.
Keywords: marketing assets; marketing capabilities; resources-based theory; telecommunications; marketing expertise; Jordan; mediation effects; financial performance; built-in assets; invested-in assets; internal capabilities; external capabilities; internet marketing; advertising; world wide web.
International Journal of Internet Marketing and Advertising, 2011 Vol.6 No.4, pp.373 - 412
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 09 Nov 2011 *