Abstract
The aim of this study is to investigate investors’ brand equity perception for a stock exchange as a mediator in financial investment decisions. An online survey is conducted in two samples in the developed market context of Ireland and developing one of Turkey. Results indicate that although investors’ risk perception has a negative impact on investment decisions, this impact is partially mediated by brand equity of stock exchanges in question. This mediating effect further differs by the market context, with a larger effect size in the developing Turkish market. It can be concluded that although developing markets face higher volatility in macroeconomic conditions, it could be possible to spread the risk resulting from this volatility with an effective brand equity management, which is found to be especially important in developing markets. The study offers some practical implications to policy makers and managerial sides regarding the need for a careful perception management aimed at individual investors.
Similar content being viewed by others
References
Aaker, D.D. 1991. Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
Anderson, J.C., and D.W. Gerbing. 1988. Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin 103: 411–423.
Aspara, J. 2013. The role of product and brand perceptions in stock investing: Effects on investment considerations, optimism and confidence. Journal of Behavioral Finance 14: 195–212.
Bagozzi, R.R., and Y. Yi. 1988. On the evaluation of structural equation models. Journal of the Academy of Marketing Science 16(1): 74–94.
Bailey, R., and S. Ball. 2006. An exploration of the meanings of hotel brand equity. Service Industries Journal 26(1): 15–38.
Barasinska, N., D. Schäfer, and A. Stephan. 2012. Individual risk attitudes and the composition of financial portfolios: Evidence from German household portfolios. Quarterly Review of Economics and Finance 52: 1–14.
Barber, B.M., and T. Odean. 2001. Boys will be boys: Gender, overconfidence, and common stock investment. Quarterly Journal of Economics 116: 261–292.
Baron, R.M., and D.A. Kenny. 1986. The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology 51: 1173–1182.
Bateman, H., T.I. Louviere, S. Satchell, and S. Thorp. 2011. Retirement investor risk tolerance in tranquil and crisis periods: Experimental survey evidence. Journal of Behavioral Finance 12: 201–218.
Beckmann, D., and L. Menkhoff. 2008. Will women be women? Analyzing the gender difference among financial experts. Kyklos 61: 364–384.
Berry, L.L. 2000. Cultivating service brand equity. Journal of the Academy of Marketing Science 28(1): 128–137.
Blut, M., C.M. Frenne, V. Mittal, and D.L. Mothersbaugh. 2015. How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: A meta-analysis. International Journal of Research in Marketing 32: 226–229.
Bose, S., S.K. Roy, and A.K. Tiwari. 2016. Measuring customer-based place brand equity (CBPBE): An investment attractiveness perspective. Journal of Strategic Marketing 24(7): 617–634.
Cabanillas, F.L., R. Nogueras, L.J. Herrera, and A. Guillen. 2013. Analysing user trust in electronic banking using data mining methods. Expert Systems with Applications 40(14): 5439–5447.
Campbell, J.Y. 2006. Household finance. Journal of Finance 59: 1553–1604.
Casidy, R., and W. Wymer. 2016. A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services 32: 189–197.
Chen, R., and F. He. 2003. Examination of brand knowledge, perceived risk and consumers’ intention to adopt an online retailer. Total Quality Management and Business Excellence 14(6): 677–693.
Choi, S., S. Kim, and G. Shim. 2016. Effect of lifetime uncertainty on consumption/investment with luxury bequest motives. Finance Research Letters 17: 275–279.
Cobb-Walgren, C.J., C.A. Ruble, and N. Donthu. 1995. Brand equity, brand preference, and purchase intent. Journal of Advertising 24: 25–40.
Cronin, J.J., M.K. Brady, and G.T.M. Hult. 2000. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing 76(2): 193–218.
Çal, B. and Lambkin, M. 2016. stock exchange brands as an influence on investor behavior. International Journal of Bank Marketing (in press).
Dobni, D.M., and M.D. Racine. 2016. Investors’ images of the stock market: Antecedents and consequences. Financial Services Review 25: 1–28.
Dorn, D., and G. Huberman. 2010. Preferred risk habitat of individual investors. Journal of Financial Economics 97(1): 155–173.
Erdem, T., and J. Swait. 2004. Brand credibility, brand consideration, and choice. Journal of Consumer Research 31(1): 191–198.
Erdem, T., Y. Zhao, and A. Valenzuela. 2004. Performance of store brands: A cross-country analysis of consumer store-brand preferences, perceptions, and risk. Journal of Marketing Research 41: 86–100.
Erdem, T., J. Swait, and A. Valenzuela. 2006. Brands as signals: A cross-country validation study. Journal of Marketing 70: 34–49.
Fischer, M. and Himme, A. 2016. The financial brand value chain: How brand investments contribute to the financial health of firms. International Journal of Research in Marketing. doi:10.1016/j.ijresmar.2016.05.004.
Fisher, P.J., C.R. Hayhoe, and J.M. Lown. 2015. Gender differences in saving behaviors among low- to moderate-income households. Financial Services Review 24: 1–13.
Frieder, L., and A. Subrahmanyam. 2005. Brand perceptions and the market for common stock. Journal of Financial and Quantitative Analysis 40(1): 57–85.
Ha, H.Y., and S. Janda. 2012. Predicting consumer intentions to purchase energy efficient products. Journal of Consumer Marketing 29(7): 461–469.
Hair, J.F., W.C. Black, B.J. Babin, and R.E. Anderson. 2009. Multivariate data analysis, 7th ed. Upper Saddle River: Prentice Hall.
Hallahan, Terrene, R.W. Faff, and M.D. Mckenzie. 2004. An empirical investigation of personal financial risk tolerance. Financial Services Review 53: 57–78.
Hauser, J. 2014. Consideration-set heuristics. Journal of Business Research 67: 1688–1699.
Hsu, L., and B. Lawrence. 2016. The role of social media and brand equity during a product recall crisis: A shareholder value perspective. International Journal of Research in Marketing 33: 59–77.
Huberman, G., and J. Wei. 2006. Offering versus Choice in 401(k) plans: Equity exposure and number of funds. Journal of Finance 61(2): 763–779.
Jacobsen, B.P. 2012. Place brand equity: A model for establishing the effectiveness of place brands. Journal of Place Management and Development 5(3): 253–271.
Jacobsen, B.P. 2009. Investor-based place brand equity: A theoretical framework. Journal of Place Management and Development 2(1): 70–84.
Jagannathan, R., and N.R. Kocherlakota. 1996. Why should older people invest less in stocks than younger people? Federal Reserve Bank of Minneapolis Quarterly Review 20: 11–12.
Jappelli, T., and M. Padula. 2013. Investment in financial literacy and saving decisions. Journal of Banking and Finance 37: 2779–2792.
Kaminsky, G., and C. Reinhart. 1999. The twin crises: The causes of banking and balance of payments problems. American Economic Review 89: 473–500.
Keller, K.L. 1993. Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing 57(1): 1–22.
Kim, J., and R. Schellhase. 2015. Sustainable marketing in Asia and the world. Journal of Global Scholars of Marketing Science 25(3): 195–197.
King, C., and D. Grace. 2005. Exploring the role of employees in the delivery of the brand: A case study approach. Qualitative Market Research: An International Journal 8(3): 277–295.
Klapper, L., A. Lusardi, and G.A. Panos. 2013. Financial literacy and its consequences: Evidence from Russia during financial crisis. Journal of Banking and Finance 37: 3904–3923.
Kline, R.B. 2011. Principles and practice of structural equation modeling, 3rd ed. New York: The Guilford Press.
Lim, K., G. Soutar, and J. Lee. 2013. Factors affecting investment intentions: A consumer behavior perspective. Journal of Financial Services Marketing 18(4): 301–315.
Loayza, N., R. Rancière, L. Servén, and J. Ventura. 2007. Macroeconomic volatility and welfare in developing countries: An introduction. The World Bank Economic Review 21(3): 343–357.
Loureiro, S.M.C. 2013. The effect of perceived benefits, trust, quality, brand awareness/associations and brand loyalty on internet banking brand equity. International Journal of Electronic Commerce Studies 4(2): 139–158.
Low, G., and C.W. Lamb. 2000. The measurement and dimensionality of brand associations. Journal of Product and Brand Management 9(6): 350–370.
Lua, J.R., C.C. Hwanga, M.L. Liub, and C.Y. Lin. 2016. An incentive problem of risk balancing in portfolio choices. Quarterly Review of Economics and Finance 61: 192–200.
Mahajan, V., V.R. Rao, and R.K. Srivastava. 1994. An approach to assess the importance of brand equity in acquisition decisions. Journal of Product Innovation Management 11(3): 221–235.
Malhotra, N.K., and D.F. Birks. 2008. Marketing research: An applied approach, 3rd ed. England: Pearson Education Limited.
Morwitz, V.G., J.H. Steckel, and A. Gupta. 2007. When do purchase intentions predict sales? International Journal of Forecasting 23(3): 347–364.
Mousavi, S., and G. Gigerenzer. 2014. Risk, uncertainty, and heuristics. Journal of Business Research 67(8): 1671–1678.
Munemo, J. 2016. Foreign direct investment and business start-up in developing countries: The role of financial market development. Quarterly Review of Economics and Finance. doi:10.1016/j.qref.2016.08.010.
Netemeyer, R.G., B. Krishnan, C. Pulliga, G. Wang, M. Yagci, D. Deane, J. Ricks, and F. Wirth. 2004. Developing and validating measures of facets of customer-based brand equity. Journal of Business Research 57(2): 209–224.
Noussair, C.N., S.T. Trautmann, and G. Van De Kuilen. 2014. Higher order risk attitudes, demographics and financial decisions. Review of Economic Studies 81: 325–355.
Nunnally, J., and I.H. Bernstein. 1994. Psychometric theory, 3rd ed. New York: Mc-Graw-Hill.
Pauwels, K., S. Erguncu, and G. Yildirim. 2013. Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets. International Journal of Research in Marketing 30(1): 57–68.
Pompian, M. 2006. Behavioral finance and wealth management. How to build optimal portfolios that account for investor biases. New Jersey: Wiley.
Qiu, C., and P.P. Leszczyc. 2016. Send-for-review decisions, brand equity, and pricing. European Journal of Marketing 50(1/2): 145–165.
Rego, L.L., M.T. Billett, and N.A. Morgan. 2009. Consumer-based brand equity and firm risk. Journal of Marketing 73: 47–60.
Rundle-Thiele, S., and M.M. Mackay. 2001. Assessing the performance of brand loyalty measures. Journal of Services Marketing 15(7): 529–546.
Schiffman, L.G., A. O’Cass, A. Paladino, S. D’Alessandro, and D. Bednall. 2011. Consumer behaviour, 5th ed. London: Pearson, Frenchs Forest.
Seddon, J. 2015. The brand in the boardroom. Journal of Advertising Research 55(2): 146–161.
Sheth, J.N. 2011. Impact of emerging markets on marketing: Rethinking existing perspectives and practices. Journal of Marketing 75(4): 166–182.
Stone, R.N., and K. Grønhaug. 1993. Perceived risk: Further considerations for the marketing discipline. European Journal of Marketing 27(3): 39–50.
Tavassoli, N.T., A. Sorescu, and R. Chandy. 2014. Employee-based brand equity: Why firms with strong brands pay their executives less. Journal of Marketing Research 51: 676–690.
Tybout, J. 2000. Manufacturing firms in developing countries: How well do they do, and why? Journal of Economic Literature 38: 11–44.
Yitzhaki, S. 1987. The relation between return and income. Quarterly Journal of Economics 102(1): 77–95.
Yitzhaki, S., and P.J. Lambert. 2014. Is higher variance necessarily bad for investment? Review of Quantitative Finance and Accounting 43: 855–860.
Yoo, B., and N. Donthu. 2001. Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research 52(1): 1–14.
Zhou, K.Z., C. Su, and Y. Bao. 2002. A paradox of price-quality and market efficiency: A comparative study of the US and China markets. International Journal of Research in Marketing 19(4): 349–364.
Zou, P., and G. Li. 2016. How emerging market investors’ value competitors’ customer equity: Brand crisis spillover in China. Journal of Business Research 69: 3765–3771.
Acknowledgements
This research is supported by the Scientific and Technological Research Council of Turkey (TÜBİTAK), within the grant of Graduate Scholarship Program for Ph.D. Students (2214-A).
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Çal, B., Lambkin, M. Brand equity of stock exchange as a mediator in financial decisions. J Financ Serv Mark 22, 14–23 (2017). https://doi.org/10.1057/s41264-017-0016-7
Revised:
Published:
Issue Date:
DOI: https://doi.org/10.1057/s41264-017-0016-7