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

Document Type : Original Article

Authors
Mostafa Ghazizadeh 1
Mahmoud Esfandiari 2
Mohammad Ebrahim Raei Ezabadi 2
Hossein Reisi Ghorbanabadi 2
1 Assistant Professor of Shahed University
2 M.A Student of Marketing, Shahed University
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”.
Keywords
Mental evaluations
Brand
Behavioral Finance
investment
Individual Investors