ASSESSING THE IMPACT OF MARKETING ACTIVITY ON THE INVESTMENT ATTRACTIVENESS OF CONSTRUCTION-MATERIALS MANUFACTURING ENTERPRISES
Keywords:
Investment attractiveness, marketing activity, brand equity, customer equity, corporate reputation, market share, construction materials industry, marketing assets.Abstract
The article examined the impact of marketing activity on the investment attractiveness of construction materials manufacturing enterprises. The study was based on scientific approaches developed at the intersection of marketing and finance. The influence of brand equity, customer equity, market share, and corporate reputation on investment attractiveness was analyzed. Resource-based theory and information signaling theory were applied to explain the relationship between marketing assets and financial performance. Verified statistical data from Uzbekistan’s construction materials industry demonstrated that marketing assets contributed to sales stability, revenue growth, and reduced commercial risk. The findings confirmed that marketing activity strengthened enterprise value and improved investor perceptions. The study evaluated marketing activity as a strategic factor in increasing investment attractiveness and provided practical recommendations for enhancing the competitiveness and long-term development of construction materials enterprises.
