Business researchers have begun to pay attention to how an individual's share ownership in a publicly-listed company may influence his/her repeat patronage towards the company's products and services. This article investigates the influence of share ownership on repeat patronage, in conjunction...

Purpose – The purpose of this paper is to examine the links between individual investors' subjective evaluations of certain companies' products and brands, on one hand, and their willingness and decisions to invest in those companies' stocks, on the other. The authors aim to challenge the...