Dublin Core
Title
The mediating role of financial service branding on investment decisions: an emerging market's perspective
Creator
Robert Kwame Dzogbenuku, George Kofi Amoako, Albert Martins
Description
Purpose
This study seeks to assess the mediating role of financial service branding on investment decisions from the perspective of financial service investors.
Design/methodology/approach
Field data were obtained from 403 individuals and corporate investors in financial service institutions who invested savings and pensions funds into short to medium term financial instruments from an emerging market in sub-Saharan Africa (SSA). Data were analysed using the partial least squares structural equation modelling technique (PLS-SEM).
Findings
Branding significantly mediates return on investment (ROI) decisions. However, the ROI did not have a significant direct effect on investment decisions. ROI has a significant indirect effect on investment decisions due to branding influence on investors.
Research limitations/implications
Data collected was cross sectional. Future research can use longitudinal data for better long …
This study seeks to assess the mediating role of financial service branding on investment decisions from the perspective of financial service investors.
Design/methodology/approach
Field data were obtained from 403 individuals and corporate investors in financial service institutions who invested savings and pensions funds into short to medium term financial instruments from an emerging market in sub-Saharan Africa (SSA). Data were analysed using the partial least squares structural equation modelling technique (PLS-SEM).
Findings
Branding significantly mediates return on investment (ROI) decisions. However, the ROI did not have a significant direct effect on investment decisions. ROI has a significant indirect effect on investment decisions due to branding influence on investors.
Research limitations/implications
Data collected was cross sectional. Future research can use longitudinal data for better long …
Publisher
Emerald Publishing Limited
Date
2023
Source
https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&cstart=20&pagesize=80&citation_for_view=hXmr_bYAAAAJ:1wZ_wKGpLuwC
Language
English