Abstract
Mutual fund is one of the most popular investment instruments today. Some institutions hold fund awards to recognize strong performing funds and fund groups that have shown excellent returns relative to their peers. Many fund companies also use awards won as their advertising and marketing material, bringing rise to a question: Do investors think awarded funds have a better brand image or perceived quality? Can it really increase investors’ purchase intention? The purpose of this study is to investigate the relationships and effects of brand image, perceived quality, perceived value, and purchase intention, as well as to examine the effects of demographic variables and investment experience on these four dimensions. The research findings’ show that there are significant differences in all of these four dimensions for investors with different education levels, occupation and investment experience. In addition, the results from SEM also show that brand image has a large total effect on purchase intention but perceived value has a largest direct effect on purchase intention. However, perceived quality play a more important role in increase perceived value than brand image.
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