Stock exchange brands as an influence on investor behavior

摘要: Purpose The purpose of this paper is to investigate the effect stock exchange-related brand equity on intention invest and mediating role perceived risk (PR) in relationship a comparative analysis between developed developing market. Design/methodology/approach The study carried out through an online survey among financially literate adults two countries, Turkey Ireland. Structural equation modeling used empirically test relationships dimensions invest, with PR. Findings The results indicate that exchange relevant construct significantly influences invest. Also, PR found be strong market such as Turkey, but weak like Ireland. Research limitations/implications One limitation its inclusion individual investors unit while leaving institutional ones. The second difficulty generalizing overall country populations. Practical implications This offers managerial implications regarding need for emphasizing “stock brand,” besides corporate brands traded, customizing management brand-related influencers investment decisions according context. Originality/value The impact choices has been demonstrated before, influence intermediaries – exchanges which investments are transacted, not yet investigated. This addresses gap, further shows differing extent setting.