Are investors willing to buy non-award-wining funds from awarded fund companies?
Are investors willing to buy non-award-wining funds from awarded fund companies?
This study takes Franklin Templeton Investments as an example to investigate investors’ purchase intention of non-award-wining funds from an awarded investment company. We also study the relationships and effects between brand awareness, brand image, brand trust, perceived quality, and purchase intention of non-award-wining funds. The research findings show that brand awareness has both significantly direct and indirect effects on brand trust, and the indirect effects are mainly via brand image