The mediating role of financial service branding on investment decisions

Dublin Core

Title

The mediating role of financial service branding on investment decisions

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 …

Publisher

Emerald Group Holdings Ltd.

Date

2022

Source

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&cstart=20&pagesize=80&citation_for_view=hXmr_bYAAAAJ:BFa5h04uPMwC

Language

English