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Title: Perceived risk and the interplay of expert endorsement, corporate image and investment knowledge in mutual fund advertising
Authors: Dr. TONG Suk Chong, Crispy 
Issue Date: 2018
Source: Journal of Financial Services Marketing, Dec. 2018, vol. 23(3-4), pp. 179-189.
Journal: Journal of Financial Services Marketing 
Abstract: This study aims at examining the effects of expert endorsement, corporate image and investment knowledge on individuals’ perceived risk in mutual fund advertising. Based on the results from a content analysis of 341 print advertisements of mutual funds in Hong Kong, a 3 (advertising texts about corporate image: corporate management, financial performance, corporate responsibility) × 2 (visual of expert endorser: presence, absence) between-subjects online experiment was subsequently conducted. The content analysis showed that visuals of experts had a significant relationship with corporate attributes in the advertisements. Results from the experimental study revealed that the participants reading the expert-endorsed advertisement about corporate management were more favorable toward the advertiser’s corporate image. The participants’ investment confidence posed a significant effect to their favorability toward the advertiser’s corporate image and subsequently their willingness to invest. When formulating communication strategies for financial products and services, practitioners should pay attention to the effect of expert endorsement in enhancing individuals’ favorability of the corporate image, as well as the effect of individuals’ investment confidence on individuals’ willingness to invest.
Type: Article
ISSN: 1363-0539
DOI: 10.1057/s41264-018-0054-9
Appears in Collections:Journalism & Communication - Publication

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