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Are Investors Willing to Buy Non-award-wining Funds from Awarded Fund Companies?

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  • Ya-Hui Wang

Abstract

This study takes Franklin Templeton Investments as an example to investigate investors’ purchase intention of non-award-wining funds from an awarded investment company. We also study the relationships and effects between brand awareness, brand image, brand trust, perceived quality, and purchase intention of non-award-wining funds. The research findings show that brand awareness has both significantly direct and indirect effects on brand trust, and the indirect effects are mainly via brand image and perceived quality. Besides, both brand image and perceived quality have a significantly direct effect on brand trust. Brand trust also has a significantly positive effect on purchase intention. However, both brand image and perceived quality do not have an indirect effect on purchase intention via brand trust.JEL classification numbers: G1, M1, M5Keywords: Brand awareness, Brand image, Perceived quality, Brand trust, Purchase intention

Suggested Citation

  • Ya-Hui Wang, 2017. "Are Investors Willing to Buy Non-award-wining Funds from Awarded Fund Companies?," Journal of Applied Finance & Banking, SCIENPRESS Ltd, vol. 7(1), pages 1-4.
    • Handle: RePEc:spt:apfiba:v:7:y:2017:i:1:f:7_1_4
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    References listed on IDEAS

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    2. Ya-Hui Wang & Cing-Fen Tsai, 2014. "The Relationship Between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds," The International Journal of Business and Finance Research, The Institute for Business and Finance Research, vol. 8(2), pages 27-40.
    3. Ya-Hui Wang, 2015. "Does Winning An Award Affect Investors’ Brand Preference And Purchase Intention?," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 8(1), pages 57-64.
    4. Shimp, Terence A & Bearden, William O, 1982. "Warranty and Other Extrinsic Cue Effects on Consumers' Risk Perceptions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(1), pages 38-46, June.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    brand awareness; brand image; perceived quality; brand trust; purchase intention;
    All these keywords.

    JEL classification:

    • G1 - Financial Economics - - General Financial Markets
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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