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2021 | OriginalPaper | Chapter

1. Investor Behavior and Composition of Financial Asset Portfolios: An Overview of the Effects of Asset-Related Brand Equity

Authors : Burçin Kaplan, Solomon Anti Gyeabour

Published in: Financial Ecosystem and Strategy in the Digital Era

Publisher: Springer International Publishing

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Abstract

Marketing and finance fields are attracting researchers to conduct studies that blend both disciplines., Recently, behavioral science was added to the admixture so as to understand the attitude of a human being towards marketing activities and their effect on his/her financial decision-making process, leading to a different field of studies referred to as branding and behavioral finance. The purpose of this chapter is to understand the brand equity dimensions’ effect on an investor’s financial behavior, their role in his decision-making process and their subsequent impact on the investor’s final portfolio composition. This study augments existing literature and findings on this subject. It concludes that brand equity dimensions have an impact on investor behavior and intention to start an investment, and are taken into consideration when constructing a portfolio.

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Title: Investor Behavior and Composition of Financial Asset Portfolios: An Overview of the Effects of Asset-Related Brand Equity
Authors: Burçin Kaplan
Solomon Anti Gyeabour
Publisher: Springer International Publishing
Book: Financial Ecosystem and Strategy in the Digital Era
Print ISBN: 978-3-030-72623-2

Electronic ISBN: 978-3-030-72624-9

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-3-030-72624-9_1