The Lure of the Brand: Evidence from the European Mutual Fund Industry

Autor:	Willem van der Scheer, Fabian Irek, Mariela Stefanova, Jan Jaap Hazenberg
Rok vydání:	2014
Předmět:	Finance Fund of funds business.industry technology industry and agriculture Closed-end fund Fund administration Accounting Sovereign wealth fund Open-end fund Income fund Business Brand equity Marketing General Economics Econometrics and Finance health care economics and organizations Mutual fund
Zdroj:	European Financial Management. 21:867-904
ISSN:	1354-7798
Popis:	We investigate the effect of the fund family's brand on mutual fund flows by using a unique data set that represents a direct assessment of the brand image of European fund providers. A superior brand image increases the sensitivity of flows to good past performance, while it protects against outflows when there is underperformance. Flows of funds of independent providers have a higher sensitivity to past performance and brand image than flows of funds of providers owned by banks or insurers. These findings highlight the importance of marketing and brand in generating growth for the fund families.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::b51694e474bf8b01407afd7cf246e2f8 https://doi.org/10.1111/eufm.12046 Zobrazit plný text záznamu Plný text