Effect of Yield fluctuation and Investor Sensitivity on the relationship between Social Responsibility and Brand pricing
Subject Areas : Financial and Behavioral Researches in Accountingرحیم بنابی قدیم 1 * , Rogaye Malekani 2
1 -
2 - MSc in accounting, Islamic Azad University, Marand Branch
Keywords: Yield Fluctuation, Investor Sentiment, social Responsibility, Brand pricing.,
Abstract :
Companies gain competitive advantages with their brand power, and fulfilling the duty of social responsibility can play an important role in recognizing the company's brand name and creating value among stakeholders. However, the instability of market indicators and the emotional behavior of investors as short-term approaches can affect the perception of the value of social responsibility in the form of a valuable brand as an approach with long-term results.
Accordingly, the purpose of the present study is to examine the effect of return volatility and investor emotions on the relationship between social responsibility and Brand pricing This research is an applied, descriptive, and causal research. For this purpose, a sample of 129 companies listed on the Tehran Stock Exchange was purposefully selected for the period of 2016 to 2023, and the research hypotheses were tested using Eviews software, version 13, and multiple regression models.The results of the study showed that based on the two Q-Tobin models and the Damodaran model as indicators of the Brand pricing of the companies under study, there is a positive and significant relationship between social responsibility and Brand pricing, and return volatility has a negative and significant effect on the relationship between corporate social responsibility and Brand pricing. The results also showed that investor sentiment has no significant effect on the relationship between corporate social responsibility and Brand pricing.
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