Relation between “individual investors’ mental evaluations from product and brand” and “their preference to investing in stock”

Subject Areas : Journal of Investment Knowledge

Mostafa Ghazizadeh ¹ , Mahmoud Esfandiari ² , Mohammad Ebrahim Raei Ezabadi ³ , Hossein Reisi Ghorbanabadi ⁴

1 - Assistant Professor of Shahed University
2 - M.A Student of Marketing, Shahed University
3 - M.A Student of Marketing, Shahed University
4 - M.A Student of Marketing, Shahed University

Received: 2013-09-30 Accepted : 2014-03-06 Published : 2014-03-06

Keywords: Mental evaluations, Brand, Behavioral Finance, investment, Individual Investors,

Abstract :

The aim of this research is to investigate the relationship between “individual investors’ mental evaluations from product and brand” and “their preference to investing in stock”. The population of this research is individual investors that acted in Tehran Security Exchange from 1389/3/31 to 1391/3/31.  The sample is 384 individual investors. For collecting data, we use questionnaire and for analyzing data, we use SPSS and PLS software. The results show that there is a significant relation between “individual investors’ mental evaluations from product and brand” and “their preference to investing in stock”.