Earlier behavioral finance research has found that individual investors' familiarity with companies' products may spill over to affect their decisions to invest in the companies' stocks. However, what has not been confirmed is whether also subjective product evaluations spill over to affect...

Purpose: The purpose of the article 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 challenge the traditional...

Purpose – The purpose of this article is to contribute to corporate marketing literature by examining how an individual's identification with a company influences their willingness to invest in the company's shares.Methodology/Approach – A set of hypotheses were developed based on theory,...