ANALYZING THE EFFECTS OF BRAND EQUITY ON INVESTOR BEHAVIOR AND COMPOSITION OF FINANCIAL PORTFOLIO

Öz

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.

Anahtar Kelimeler

• Brand Equity
• Perceived Risk
• Perceived Return
• Portfolio Management

MARKA DEĞERİNİN YATIRIMCI DAVRANIŞI VE FİNANSAL PORTFÖY BİLEŞİMİ ÜZERİNDEKİ ETKİLERİNİN ANALİZİ

Öz

Pazarlama ve finans alanlarındaki literatüre katkıda bulunmak için çok sayıda çalışma yapılmıştır. Bununla birlikte, bu disiplinlerarası alanda büyük bir literatür açığı vardır. Bu araştırma, finans ve pazarlama arayüzünde yatırımcının davranışı ve marka değeri hakkında bir araştırma yaparak bu boşluğu, diğer az sayıda çalışma ile birlikte azaltmaya çalışmaktadır. Araştırma özellikle marka değeri boyutunun portföy yönetimi üzerindeki etkilerini incelemektedir.. Çalışma, Türkiye’de İstanbul'da bulunan, geçmişte ve/veya şimdi herhangi bir yatırım aracı değerlendiren/değerlendirmeyi planlayan eğitimli yetişkinler arasında çevrimiçi bir anket yoluyla yürütülmüştür. Temel değişkenler, portföy yönetimi ile baskın değişken- marka bilinirliği arasındaki yapısal ilişkiyi test etmek için Yapısal Eşitlik Modeli (YEM) kullanılmıştır. Sonuçlar, finansal varlıkların marka değeri boyutlarının yatırımcıların davranışını önemli ölçüde etkileyen ve ideal varlık portföyünün yapısını şekillendiren hayati bir yapı olduğunu göstermektedir.

Anahtar Kelimeler

• Marka Değeri
• Algılanan Risk
• Algılanan Getiri
• Portföy Yönetimi

Kaynakça

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