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| Author: | Aspara, J. Tikkanen, H. |
| Title: | Corporate marketing in the stock market: the impact of company identification on individuals' investment behaviour |
| Journal: | European Journal of Marketing
2011 : VOL. 45:9/10, p. 1446-1469 |
| Index terms: | investments stock markets COMPANIES marketing consumer behaviour Finland |
| Language: | eng |
| Abstract: | This paper investigates how individuals' identification with company affects their investment behaviour. The study is based on survey data among 440 individuals and the data is analysed using PLS path modelling. The findings show that individuals' identification with a company have a positive influence on their decision of investing in the company's shares rather than in other companies that have roughly same expected financial risks or returns. In addition, company identification affects individuals' willingness to invest in the company's shares even with lower financial returns expected than from other shares. |
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