Regional GDP as a moderator between intellectual capital and marketing performance: Evidence from Chinese SMEs

Intellectual capital is a crucial driver of competitiveness; however, its role in shaping the marketing performance of small and medium-sized enterprises (SMEs) across diverse regional contexts remains insufficiently understood. This study utilizes survey data from 78 Chinese SMEs and employs partial least squares structural equation modeling (PLS-SEM) to examine the effects of five dimensions of intellectual capital on marketing performance. Additionally, it investigates the moderating role of regional gross domestic product (GDP). The results indicate that informational and structural capital significantly enhance marketing performance, whereas regional GDP does not exert a moderating effect. These findings suggest that internal intangible resources are more critical than external economic conditions in driving SME marketing success. The study extends research on intellectual capital to include SME and regional contexts and offers practical insights for prioritizing intangible assets within marketing strategies.