Abstract
The aim of this study is to examine the intervening effect of investor emotional
attachment between corporate reputation and investors’ behavioral decision-making in
the context of Pakistan stock exchange (PSX). Specifically, an attempt is made to
investigate the indirect effect between corporate identity and investors’ behavioral
decision making via corporate image, emotional attachment, and corporate reputation.
The data collected from 220 individual small equity investors, who maintained their stock
accounts through stockbrokers in PSX. Structural equation modeling was used to test the
study hypotheses with help of SPSS. Results confirmed the partial mediation effect of
emotional attachment between corporate reputation and investors’ behavioral decisionmaking. In addition, Results supported the indirect effect between corporate identity and
investors’ behavioral decision making via corporate image, emotional attachment, and
investors’ behavior. The findings provide fundamental facts to the executives of the firms
in Pakistan who want to assess the investor’s behavioral decision-making in the equity
markets. Further, this study will help to understand the emotional aspects of the
individual investors and will enable the policymakers and corporations to understand the
decision making behavior of the individual small equity investors and draw their future
policies to regulate the equity markets.
Usman Ahmad Qadri, Mazuri Binti Abd. Ghani, Muhammad Azhar Sheikh. (2020) Role of Corporate Identity, Image and Reputation in Investors’ Behavioral Decision Making: Does Emotional Attachment Matter?, Pakistan Journal of Commerce and Social Sciences, Volume 14, Issue 1.
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