YATIRIMCI ODAKLI MARKA DENKLİĞİ ALGISI, YATIRIM YAPMA EĞİLİMİ VE FİNANSAL RİSK TOLERANSI İLİŞKİSİNDE BORSA İSTANBUL ÖRNEĞİ

Öz

Bu çalışmanın temel amacı, menkul kıymet borsalarındaki yabancı bireysel yatırımcı (tüketici) odaklı marka denkliğinin yatırım yapma niyeti üzerindeki etkisini finansal risk toleransının aracılık rolünü de dikkate alarak analiz etmektir. Araştırma evrenini Türkiye dışında yaşayan, kazanç sağlamak amacıyla birikimlerini finans piyasalarında değerlendiren ya da değerlendirme potansiyeli olan yabancı bireysel yatırımcılar oluşturmaktadır. Ağustos 2019- Kasım 2019 tarihleri arasında kolayda ve yargısal örnekleme yöntemi kullanılarak 263 anketle analiz gerçekleştirilmiştir. AMOS 21 programıyla; marka denkliği, finansal risk toleransı ve yatırım yapma niyeti ölçekleri için tek faktörlü doğrulayıcı faktör analizinin ardından Yapısal Eşitlik Modeli (SEM) ile hipotezler test edilmiştir. Çalışmanın ilk bulgusu, BİST’teki yabancı yatırımcı odaklı marka denkliğinin BİST’te yatırım yapma niyetini doğrudan etkilediği yönündedir. Bir diğer bulgu ise, BİST’in yabancı yatırımcı odaklı marka denkliğinin BİST’te yatırım yapma niyeti üzerindeki etkisinde, bireysel finansal risk toleransının aracılık rolünün mevcut olduğudur. Bu bulgular, finansal ürünler temelinde doğru pazarlama ve satış stratejilerinin geliştirilmesiyle uluslararası arenada yaratılacak talebin Türkiye ekonomisi üzerindeki önemine işaret etmektedir. Ayrıca, BİST içerisindeki değişik pazarlarda işlem gören ürünlerin çeşitliliği ve bunların risk profili açısından doğru yatırımcı tipine pazarlanması gerek marka denkliği gerekse yatırım yapma niyeti üzerinde olumlu bir etki yaratacaktır.

Anahtar Kelimeler

• Marka Denkliği
• Yatırım Yapma Niyeti
• Finansal Risk Toleransı
• Yapısal Eşitlik Modeli

THE RELATIONSHIP BETWEEN INVESTOR-BASED BRAND EQUITY, INTENTION TO INVEST AND FINANCIAL RISK TOLERANCE BY CONSIDERING BORSA ISTANBUL

Öz

The main goal of this study is to analyze the impact of foreign individual investor (consumer) - based brand equity on the intention to invest in security exchanges by considering the mediating effect of financial risk tolerance. The universe of the research is foreign individual investors living abroad, already investing or having the potential to invest on financial markets. 263 surveys have been conducted between August 2019 – November 2019 by using convenience and judgement sampling methods. Following the Confirmative Factor Analysis (CFA) by AMOS 21 program to test the validity of brand equity, financial risk tolerance and intention to invest scales, Structural Equity Model (SEM) has been used for hypotheses testing. The initial finding of the study is that, the foreign investor-based brand equity has a direct impact on the intention to invest in BIST. Furthermore, it is found that the financial risk tolerance has a mediating role between the relationship of investor-based brand equity and the intention to invest in BIST. These findings indicate the importance of creating international demand on Turkish economy by developing the exact marketing and sales strategies. Besides, range of products trading on different markets in BIST and marketing them to the exact investor types by determining their risk profiles would have a positive impact on both brand equity and the intention to invest.

Anahtar Kelimeler

• Brand Equity
• Intention to Invest
• Financial Risk Tolerance
• Structural Equity Model

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