Abstract
One of the most critical marketing topics which have been discussed extensively by both academicians and practitioners over the past decades is brand equity. This study aims to integrate previous literature and developing a comprehensive framework to identify the antecedents, mediators, moderators, and consequences of brand equity. In order to verify the appropriateness of the proposed research framework and research design based on literature review, this study first adopted a series of in-depth interviews to collect data from experts. The research framework was developed based on the comments of the experts. The results indicated that three major dimensions of variables, including cognitive factors, experiential factors, and marketing factors have significant influences on brand equity. Brand personality, brand trust, and brand loyalty have served as three of the mediators that can mediate the influences of cognitive, experiential, and marketing factors on brand equity. Furthermore, brand equity can be a significant indicator of brand preference, behavioral intention, and word of mouth toward the brand. Two major aspects of moderators, including relational moderators and psychological moderators, can amplify the influence of brand equity on brand preference, behavioral intention, and word of mouth. Eventually, 28 research propositions were developed to integrated the antecedents, mediators, moderators and outcomes of brand equity. Since most of the previous studies do not integrate into a more comprehensive framework of brand equity, the results of this study have provided as an important reference for academicians to conduct further empirical validations on the research of brand equity. The results are also very useful for professionals to identify their marketing and promotion strategies to enhance brand equity and the profitability of the firm.
Highlights
As the dynamic of the investment changes it enhances the importance of decision making which is the part of the Behavioral finance
The result shows that risk aversion is an important criterion in decision making but the investor that are risk averse are more logical and rational (Hunjra et al, 2012)
These believe and information create or force the investor to take any decision it can be an overreaction of available information or it can be a suitable decision for the betterment of the firm
Summary
As the dynamic of the investment changes it enhances the importance of decision making which is the part of the Behavioral finance. If the organization makes an appropriate decision of investment it will result in an increase of firm productivity and outcome (Mayfield et al, 2008) Researchers such as Kengatharan and Kengatharan (2014), Qadri and Shabbir (2014), Nofsinger and Varma (2013), highlighted the positive relationship between behavioural factors and decision making of investment in the stock market by an investor. This research focuses on the detailed analysis of the experience of the investor as well as the corporate governance and other factors It covers both theoretical and observed involvement of the factor in the decision making of investment. The study is limited to the investment decisions of the Iraqi investors it covers the moderating factors such as age, gender and financial education of the investors which is the contribution of the current study and in this way this study adds value to the current state of knowledge in the domain of behavioral finance
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