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The Impacts of Fund¡¦s Advertising and Performance on Investors¡¦ Behavior: The Duration Effect and Interaction Effect

This research examines the duration effect and interaction effect of advertising and performance in the mutual fund industry. And we examine these effects by using the method of ordinary least squares to know how advertising and performance influence the fund investors¡¦ investment strategies. Our empirical study of the mutual fund industry shows that there is a duration effect between advertising and fund inflows, and this effect lags two periods. We also find that the interaction effect of advertising and performance is significant, with no significant effect for advertising. This result refers that there is a complement relationship between advertising and performance. Furthermore, it indicates that advertising likes a catalyst to convey the information about fund performance in attracting investors, and the performance is a major factor to construct advertising reliability.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0619109-173918
Date19 June 2009
CreatorsLo, Shu-chun
ContributorsMing-Chi Chen, Miao-Ling Chen, Jen-Jsung Huang
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageEnglish
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0619109-173918
Rightsnot_available, Copyright information available at source archive

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