The Mediating Role Of Attitudes In Trading Companies’ Shares
The survival of publicly listed companies largely depends on their shares being liquidly traded. This goal can be achieved when new investors are attracted to trade on companies’ shares. Among different groups of investors, individual investors are generally less able to objectively evaluate companies’ risks and returns, and tend to be emotionally biased in their trading decisions. Therefore their decisions may be formed as a result of ‘perceived’ risks and returns, and influenced by companies’ images. This study finds that ‘attitude towards brand’ mediates moderately the relationships between its perceptual antecedents and individual investors’ trading decisions. This finding suggests that in courting individual investors, companies may adopt adequate marketing strategies to leverage with their current financial performance as such strategies should enhance their images that attract investors to trade on their shares.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Jeffrey R. Brown & Zoran Ivkovich & Paul A. Smith & Scott Weisbenner, 2007.
"Neighbors Matter: Causal Community Effects and Stock Market Participation,"
NBER Working Papers
13168, National Bureau of Economic Research, Inc.
- Jeffrey R. Brown & Zoran Ivkovic & Paul A. Smith & Scott Weisbenner, 2008. "Neighbors Matter: Causal Community Effects and Stock Market Participation," Journal of Finance, American Finance Association, vol. 63(3), pages 1509-1531, 06.
- John R. Graham & Campbell R. Harvey & Hai Huang, 2005.
"Investor Competence, Trading Frequency, and Home Bias,"
NBER Working Papers
11426, National Bureau of Economic Research, Inc.
- John R. Graham & Campbell R. Harvey & Hai Huang, 2009. "Investor Competence, Trading Frequency, and Home Bias," Management Science, INFORMS, vol. 55(7), pages 1094-1106, July.
- Ritter, Jay R., 2003. "Behavioral finance," Pacific-Basin Finance Journal, Elsevier, vol. 11(4), pages 429-437, September.
- Jansen, W. Jos & Nahuis, Niek J., 2003.
"The stock market and consumer confidence: European evidence,"
Elsevier, vol. 79(1), pages 89-98, April.
- W. Jos Jansen & Niek J. Nahuis, 2002. "The Stock Market and Consumer Confidence: European Evidence," MEB Series (discontinued) 2002-11, Netherlands Central Bank, Monetary and Economic Policy Department.
- Vogelheim, Paul & Schoenbachler, Denise D. & Gordon, Geoffrey L. & Gordon, Craig C., 2001. "The importance of courting the individual investor," Business Horizons, Elsevier, vol. 44(1), pages 69-76.
- Huberman, Gur, 2001. "Familiarity Breeds Investment," Review of Financial Studies, Society for Financial Studies, vol. 14(3), pages 659-680.
- Massimo Massa & Andrei Simonov, 2006.
"Hedging, Familiarity and Portfolio Choice,"
Review of Financial Studies,
Society for Financial Studies, vol. 19(2), pages 633-685.
- Jonas Nilsson, 2008. "Investment with a Conscience: Examining the Impact of Pro-Social Attitudes and Perceived Financial Performance on Socially Responsible Investment Behavior," Journal of Business Ethics, Springer, vol. 83(2), pages 307-325, December.
- Yoav Ganzach & Shmuel Ellis & Asya Pazy & Tali Ricci-Siag, 2008. "On the perception and operationalization of risk perception," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 3, pages 317-324, April.
- Frieder, Laura & Subrahmanyam, Avanidhar, 2005. "Brand Perceptions and the Market for Common Stock," Journal of Financial and Quantitative Analysis, Cambridge University Press, vol. 40(01), pages 57-85, March.
- Craig R. Fox & Amos Tversky, 1995. "Ambiguity Aversion and Comparative Ignorance," The Quarterly Journal of Economics, Oxford University Press, vol. 110(3), pages 585-603.
- Brad M. Barber & Terrance Odean, 2001. "Boys will be Boys: Gender, Overconfidence, and Common Stock Investment," The Quarterly Journal of Economics, Oxford University Press, vol. 116(1), pages 261-292.
When requesting a correction, please mention this item's handle: RePEc:grg:01biss:v:3:y:2011:i:1:p:57-73. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (editor)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.