Abstract:

Purpose: Marketing literature provides empirical evidence on the relationship between company identification, emotional attachment, and corporate image on consumer behavior. Taking lead from this theory current research examines how company identification, emotional attachment and corporate image influence investor behavior. Research provides connection between consumer behavior and investor behavior i.e. investor being buyer of corporate shares act like consumer. This study proposes a theoretical model that integrates, company identification, emotional attachment, corporate image and investor behavioral outcomes.
Research Design:  Self administered structured survey will be conducted with a sample of 500 individual equity investors as respondents as Lahore Stock Exchange, Pakistan. The reliability and correlation analysis will also be performed through SPSS. The study will use confirmatory factor analysis (CFA) for testing validity and structural equation model (SEM) technique to test hypotheses through AMOS software.
Findings: The findings of this study will be useful for corporations to attract and retain investors. This research will also provide directions for future researchers in this area.
Originality/Value: This study extends the concept of company identification, emotional attachment, and corporate image to investor’s context. It suggests that marketing strategies focusing on increasing company identification, emotional attachment and corporate image can yield not only better customer outcomes but also favorable investor behavior.