International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 5 (September-October 2026) Submit your research before last 3 days of October to publish your research paper in the issue of September-October.
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Volume 8 Issue 5
September-October 2026

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Institutional Asymmetry and Marketing Vulnerability in Creative Enterprises: A Multi-Group Structural Equation Modeling Approach

Author(s) Josie Dongla Passol
Country Philippines
Abstract This study explores how institutional asymmetry shapes marketing vulnerability in creative enterprises, comparing formally registered businesses with informal counterparts. Building on institutional theory, the resource-based view, and dynamic capabilities theory, we conceptualize marketing vulnerability as the critical bridge through which structural pressures—digital capability deficits, financial constraints, institutional support deficiencies, and legitimacy gaps—translate into sustainability risks. Using a cross-sectional survey and covariance-based structural equation modeling (CB–SEM), we tested multi-group relationships across registered and informal firms, with measurement invariance confirming consistent interpretation of constructs. Results reveal three key insights: digital deficits affect both formal and informal enterprises equally, underscoring digital competence as a systemic determinant of resilience; financial constraints weigh heavier on registered firms, as compliance obligations and fixed cost structures amplify vulnerability; and legitimacy gaps undermine informal firms, eroding customer trust and limiting long-term contracts. Marketing vulnerability—manifested in unstable revenue, fragile customer confidence, and weak brand value—emerges as the mediating mechanism linking institutional asymmetry to sustainability outlook. These findings demonstrate that formalization redistributes rather than eliminates risk. Policy implications highlight that formalization alone is insufficient; strengthening digital skills and legitimacy support is critical to building resilience and sustainability in the creative economy.
Keywords Institutional Asymmetry; Marketing Vulnerability; Creative Enterprises; Digital Capability Deficits; Legitimacy Theory; Structural Equation Modeling (SEM); Organizational Sustainability; Creative Economy
Field Business Administration
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-07-22
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.84310
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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