The Russia–Ukraine Crisis Affected Consumer Bullish Market Behaviour Causing Ripple Impressions Across the Global Economy

Abstract

In this article, we analyse how the crisis that emerged in Europe, specifically in Russia and Ukraine, has severely affected European Bull Market. Because of the political unpredictability and the fallout from the most recent sanctions placed on Russia, the financial markets in Europe have often responded negatively to the current geopolitical crisis. The contribution of the Europe Market is the focus of this article, and it does so by analysing several aspects of their behaviour. At the same time, this article contributes to an investigation into the consequences that the proclamation of war against Ukraine had on the stock markets of European countries, global economy and European economy specifically. In addition, the unfavourable reactions shown in stock prices lasted into the post-event period of time. There is a large range of variance in the degree to which stock values are affected by this crisis across sectors, nations, and the size of the firm. This variance may be seen in a wide range of possible outcomes. In addition to its empirical investigation, the research delves into topics pertaining to the marketing modulation as a future scope. JEL Codes: M31-Marketing; F01-Global Outlook; P36-Consumer Economics; G01-Financial Crises