Conceptualizing, measuring, and managing marketing assets: developing the marketing assets, communication focus, and capability nexus

Marketing assets are a source of competitive advantage for companies and an essential driver of company performance. Marketing assets are conceptualized as intellectual assets, physical or tangible assets, and cultural or intangible assets. Using six studies, we illustrate the reliability and validity of the data used. Constructed on a resource-based view, we identify the key communication aspect of marketing capability and its components (i.e. market-sensing, corporate/brand identity management, customer relationship, social media/communication, design/innovation management, as well as performance management capability). Marketing assets and competences affect marketing capability; however, gender and age also impact the research constructs.

This is a post-peer-review, pre-copyedit version of an article published in Corporate Reputation Review. The definitive publisher-authenticated version Foroudi, P. Conceptualizing, Measuring, and Managing Marketing Assets: Developing the Marketing Assets, Communication Focus, and Capability Nexus. Corp Reputation Rev (2022). https://doi.org/10.1057/s41299-022-00148-6 is available online at: https://link.springer.com/article/10.1057/s41299-022-00148-6