The role of brand perception in the information search and processing behaviour of mutual fund investors Online publication date: Tue, 18-May-2021
by Alagirisamy Kamatchi Subbiah Sukumaran
International Journal of Business Information Systems (IJBIS), Vol. 37, No. 1, 2021
Abstract: Investment decision efforts of the mutual fund investors could be brought down when equipped with brand information. Brand perception enabled the investors to evaluate the investment risk. The investors did not take much effort to process the fund-specific information as such information was available in the public domain. The investors sought professional and personal help for processing fund-specific information but not general-purpose information of mutual funds. The mutual fund marketers can save advertisement and promotional expenses by promoting the brand perception of the investors. The positive relationship found by the study between perceived risk and subjective knowledge suggested the availability of abundant information, as abundant information might have caused uncertainty in the minds of the investors. The regulatory agencies were suggested to frame suitable guidelines to reduce the dissemination of superfluous information to the investors.
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