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Analyzing the effects of brand equity on investor behavior and composition of financial portfolio
(İstanbul Ticaret Üniversitesi, 2020) Gyeabour, Solomon Anti; Kaplan, Burçin
Numerous studies had been conducted to contribute to the literature on the marketing and finance fields. However, there is a huge deficit of literature on this interdisciplinary area. This research tries to reduce this gap by undertaking an investigation into investor’s behavior and brand equity in the finance and marketing interface along with few studies. The research specifically seeks to unravel the effects of brand equity dimension on portfolio management. The study is conducted via an online survey among educated adults who currently hold, have once held, and or intend to hold an investment instrument of any kind in Istanbul, Turkey. The Structural Equation Modeling (SEM) technique was used to test the structural relationship between the measured variable (portfolio management) and dominant variable (brand awareness). The results show that brand equity dimensions of financial assets are vital construct that significantly impact investors' behavior and shapes the construction of portfolio of financial assets.