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YATIRIMCI ODAKLI MARKA DENKLİĞİ ALGISI, YATIRIM YAPMA EĞİLİMİ VE FİNANSAL RİSK TOLERANSI İLİŞKİSİNDE BORSA İSTANBUL ÖRNEĞİ

Year 2021, Volume: 17 Issue: 3, 918 - 943, 30.09.2021

Gülpınar Kelemci Gözde Güsan Köse Meltem Ulusan Polat

https://doi.org/10.17130/ijmeb.811179

Abstract

Bu çalışmanın temel amacı, menkul kıymet borsalarındaki yabancı bireysel yatırımcı (tüketici) odaklı marka denkliğinin yatırım yapma niyeti üzerindeki etkisini finansal risk toleransının aracılık rolünü de dikkate alarak analiz etmektir. Araştırma evrenini Türkiye dışında yaşayan, kazanç sağlamak amacıyla birikimlerini finans piyasalarında değerlendiren ya da değerlendirme potansiyeli olan yabancı bireysel yatırımcılar oluşturmaktadır. Ağustos 2019- Kasım 2019 tarihleri arasında kolayda ve yargısal örnekleme yöntemi kullanılarak 263 anketle analiz gerçekleştirilmiştir. AMOS 21 programıyla; marka denkliği, finansal risk toleransı ve yatırım yapma niyeti ölçekleri için tek faktörlü doğrulayıcı faktör analizinin ardından Yapısal Eşitlik Modeli (SEM) ile hipotezler test edilmiştir. Çalışmanın ilk bulgusu, BİST’teki yabancı yatırımcı odaklı marka denkliğinin BİST’te yatırım yapma niyetini doğrudan etkilediği yönündedir. Bir diğer bulgu ise, BİST’in yabancı yatırımcı odaklı marka denkliğinin BİST’te yatırım yapma niyeti üzerindeki etkisinde, bireysel finansal risk toleransının aracılık rolünün mevcut olduğudur. Bu bulgular, finansal ürünler temelinde doğru pazarlama ve satış stratejilerinin geliştirilmesiyle uluslararası arenada yaratılacak talebin Türkiye ekonomisi üzerindeki önemine işaret etmektedir. Ayrıca, BİST içerisindeki değişik pazarlarda işlem gören ürünlerin çeşitliliği ve bunların risk profili açısından doğru yatırımcı tipine pazarlanması gerek marka denkliği gerekse yatırım yapma niyeti üzerinde olumlu bir etki yaratacaktır.

Keywords

Marka Denkliği Yatırım Yapma Niyeti Finansal Risk Toleransı Yapısal Eşitlik Modeli

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THE RELATIONSHIP BETWEEN INVESTOR-BASED BRAND EQUITY, INTENTION TO INVEST AND FINANCIAL RISK TOLERANCE BY CONSIDERING BORSA ISTANBUL

Year 2021, Volume: 17 Issue: 3, 918 - 943, 30.09.2021

Gülpınar Kelemci Gözde Güsan Köse Meltem Ulusan Polat

https://doi.org/10.17130/ijmeb.811179

Abstract

The main goal of this study is to analyze the impact of foreign individual investor (consumer) - based brand equity on the intention to invest in security exchanges by considering the mediating effect of financial risk tolerance. The universe of the research is foreign individual investors living abroad, already investing or having the potential to invest on financial markets. 263 surveys have been conducted between August 2019 – November 2019 by using convenience and judgement sampling methods. Following the Confirmative Factor Analysis (CFA) by AMOS 21 program to test the validity of brand equity, financial risk tolerance and intention to invest scales, Structural Equity Model (SEM) has been used for hypotheses testing. The initial finding of the study is that, the foreign investor-based brand equity has a direct impact on the intention to invest in BIST. Furthermore, it is found that the financial risk tolerance has a mediating role between the relationship of investor-based brand equity and the intention to invest in BIST. These findings indicate the importance of creating international demand on Turkish economy by developing the exact marketing and sales strategies. Besides, range of products trading on different markets in BIST and marketing them to the exact investor types by determining their risk profiles would have a positive impact on both brand equity and the intention to invest.

Keywords

Brand Equity Intention to Invest Financial Risk Tolerance Structural Equity Model

References

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  • Altuna Korkut, O. A & Arslan, M. (2014). Popüler türk dizilerindeki başrol erkek oyuncuların marka denkliği boyutlarının karşılaştırılması ve tüketici satın alma niyetine etkileri: üniversite öğrencileri üzerine bir araştırma. Marmara Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 26(1), 187-213.
  • Anbar, A. & Eker, M. (2010). An empirical ınvestigation for determining of the relation between personal financial risk tolerance and demographic characteristic. Ege Academic Review, 10(2), 503-523, SSRN: https://ssrn.com/abstract=1732236
  • Aslantürk Çöllü, D., Akgün, L. & Altın Y. A. (2019). Risk tolerans tutumunun kültürlerarası farklılıkları ve benzerlikleri: Türkiye ve Azerbaycan arasında bir karşılaştırma. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Dergisi, 9 (17), 53-77.
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  • Basgöze. P., Yildiz. Y. & Camoz. S.M. (2016). Effects of brand value announcement on stock returns: empirical evidence from Turkey. Journal of Business Economics and Management, 17(6), 1252-1269.
  • Bernoulli, D. (1954). Exposition of a new theory on the measurement of risk. Econometrica, 22,(1), 23-36.
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There are 97 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Gülpınar Kelemci 0000-0002-4458-6942

Gözde Güsan Köse 0000-0002-8792-9423

Meltem Ulusan Polat 0000-0002-0673-5185

Publication Date September 30, 2021
Submission Date October 15, 2020
Acceptance Date March 14, 2021
Published in Issue Year 2021 Volume: 17 Issue: 3

Cite

APA Kelemci, G., Güsan Köse, G., & Ulusan Polat, M. (2021). YATIRIMCI ODAKLI MARKA DENKLİĞİ ALGISI, YATIRIM YAPMA EĞİLİMİ VE FİNANSAL RİSK TOLERANSI İLİŞKİSİNDE BORSA İSTANBUL ÖRNEĞİ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 17(3), 918-943. https://doi.org/10.17130/ijmeb.811179
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