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

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Bu çalışmada amaçlanan, yeni cep telefonu satın alımı kapsamında, tüketicilerin ürünün yenilik derecesi algısına yol açan faktörlerin belirlenmesi, yenilik derecesi algısının algılanan kalite üzerindeki etkisinin incelenmesi vebu ilişkilerin cinsiyetin düzenleyici etkisi göz önünde bulundurularak araştırılmasıdır. Araştırmanın ana kütlesini 18-25 yaş arası genç tüketiciler oluşturmaktadır. Araştırmanın sonuçları, tüketicinin fiyat algısının ve olumlu ağızdan ağza iletişimin, ürünün yenilik derecesini artırdığını, yenilik derecesinin ise algılanan kaliteyi olumlu etkilediğini göstermektedir. Kadın ve erkek örneklem üzerinde farklılaştığı gözlenen bulgular, kadın tüketicilerin yenilik derecesi konusunda fiyata ve olumlu ağızdan ağıza iletişime, erkeklerin ise sadece fiyata duyarlı olduklarını göstermiştir.Ayrıca kadın tüketiciler için ürüne yönelik yenilik algısı, kalite algısının önemli bir göstergesi iken, erkek tüketiciler için böyle bir bulguya rastlanmamıştır. Bu sonuçta etkili olan temel faktörün, kadın ve erkek tüketiciler arasında teknolojik ürünlere yönelik ilgilenim düzeyi farkı ile sosyal ve rasyonel faktörlerin satın alma kararlarındaki farklı derecedeki ağırlıkları olduğu düşünülmektedir.

The aim of this chapter is to investigate the firm-related factors that moderate the effect size of corporate scandals that brands are faced with at times. The issue is analyzed from consumer market and capital market perspectives. An extensive literature review is presented to reveal the existing viewpoints and applications in this aspect. Among the firm-specific factors discussed are brand equity, firm size and industry, corporate reputation, social responsibility, CEO traits, source, and timing of disclosure. It is concluded that although brand scandals are hard to control, depending on various conditions related to both the firm and industry, their effect size can at least be managed with a proactive approach, which is handled at the strategic level.