CEF.UP – MaR Seminar/Webinar

Tuesday – June 17^th, 2025 | 18:30h – 20:00h | Room 631 | Online

“Brand Activism: Igniting marketing’s social spirit, or lighting the fuse of the culture war?”

Ken Peattie – Cardiff Business School, Cardiff University (Wales, United Kingdom)

Abstract:

“A culture war pitting socially conservative and socially progressive factions against each other is an increasingly visible feature of the marketing environment within many countries. Brand activist campaigns are mostly adopted by companies seeking to express their values and their solidarity with progressive social causes and/or to resonate with younger consumer audiences for whom such causes are important. Such strategies pose risks to brands and their managers, and a misjudged incursion into a culture war battle can result in a backlash from both critics and supporters. Becoming “fake news” targets, accusations of inauthenticity, and being targeted with punitive measures by policymakers in retaliation for taking a stand are among the brand activism risks companies face. This seminar explores these issues and considers what responsible marketing might look like for companies in the midst of a culture war.”

CEF.UP – WiP Seminar

Wednesday – June 18^th, 2025 at 13:00h | Room 305

Is liquidity theory important to study credit guarantees?

José Jorge – FEP – School of Economics and Management, University of Porto / CEF.UP.

Abstract:

“Is liquidity theory important to study credit guarantees? Yes. Credit guarantees are akin to the fully committed credit lines described in the theoretical literature. We thus apply this literature to propose and test a theory of credit guarantees, which work through the collateral channel (more generous guarantees increase the scale of the project) and through the liquidity channel (more generous guarantees increase the liquidity-scale ratio). The existing empirical literature has not found evidence of the former channel, and has neglected the latter. We find that an additional euro in a credit guarantee that backs 75% of a four-year bank loan increases liquidity holdings by 1.31 euros on average in a two-year window but has no clear impact on scale.”