Advertisement and Corporate Image and Stock Investing Willingness

• Main Authors: Yen-Fen Hsu, 徐衍芬
• Other Authors: Min-Hua Kuo
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/82152091351908857393

碩士 === 世新大學 === 財務金融學研究所(含碩專班) === 101 === The purpose of this study is to image advertising for the financial industry and the general public to explore their awareness of the company’s image. In order to understand the general public awareness of the company’s image and their awareness of the risks and value of the company or even affect their willingness to invest. Through the questionnaire found, the financial corporate’s image advertising increase corporate and service impression, but it can't reduce the risk of financial institutions cognitive. According to the results of the regression analysis, the subject's willingness to invest and the perceived value of the company will be to some extent affected by advertising. The subjects change the company's impression after watching the advertising, thereby affecting their willingness to invest, and the perceived value of the Company. In other words, financial institutions made the image ads for consumers, it also has a certain effect for cognitive enhance corporate value and potential willingness to invest. The study means that the financial institution marketing efforts for consumer in the face of investment has a certain impact. Clear distinction between marketing and financial barriers to be thorough solution. This article is the first time the company's image and the willingness to invest in the empirical analysis of the study.