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Corporate Governance That Influences an Investment Intention in the ASEAN-Stars Thai Listed Companies: A Marketing Application for Brokerage Firms

In: International Corporate Governance and Regulation

Author

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  • Wasukarn Ngamchom
  • Malai Kamolsakulchai
  • Thanomsak Suwannoi
  • Jutamas Wongkantarakorn

Abstract

This study provides practical implications for brokerage firms to utilize the importance of corporate governance fundamentals in marketing the equity securities. It models a structural relationship of board qualification, management competency, transparent corporate disclosure, and earning quality to the intention to invest. Data were collected from 1,410 investors who were asked about their investment intentions in the 13 ASEAN-Stars Thai listed companies. The investors in our model form their investment attitudes based on the company’s earning quality which is determined by its corporate governance attributes. The results show that corporate governance fundamentals significantly influence the investors’ perception on the company’s perceived earning quality and that the perceived earning quality has a significant positive effect on the investors’ intention to invest in the company. Our findings can help marketers at brokerage firms to persuade their customers to invest if they recommend equity securities of good governance companies.

Suggested Citation

  • Wasukarn Ngamchom & Malai Kamolsakulchai & Thanomsak Suwannoi & Jutamas Wongkantarakorn, 2018. "Corporate Governance That Influences an Investment Intention in the ASEAN-Stars Thai Listed Companies: A Marketing Application for Brokerage Firms," Advances in Financial Economics, in: International Corporate Governance and Regulation, volume 20, pages 173-187, Emerald Group Publishing Limited.
    • Handle: RePEc:eme:afeczz:s1569-373220180000020007
    DOI: 10.1108/S1569-373220180000020007
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    More about this item

    Keywords

    Corporate governance; investment intention; earning quality; ASEAN-Stars; brokerage marketing; Thailand; G3;
    All these keywords.

    JEL classification:

    • G3 - Financial Economics - - Corporate Finance and Governance

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