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Loyalty Based Investment

Author

Listed:
  • Pei-Hsuan Lee

    (Department of Finance, National Chung Cheng University, 168 University Road, Min-Hsiung, Chiayi 621, Taiwan)

  • Ching-Wen Wang

    (Bank SinoPac, 1F, No. 36, Sec. 3, Nanjing E. Road, Taipei 104, Taiwan)

Abstract

This study investigates the loyalty-based investment behavior in Taiwan. The link between team associations and loyalty has been examined to understand the characteristics of loyalty-based investors. The results revealed that both behavioral loyalty and attitudinal loyalty have significant positive effects on fans' investment intentions. Moreover, both attributes and benefits are significantly and positively related to either aspect of loyalty. In specific, behavioral loyalty has a higher influence on investment intentions than attitudinal loyalty does. It is the benefits provided by the team to fans, not the attributes alone that have strong impacts on loyalty.

Suggested Citation

  • Pei-Hsuan Lee & Ching-Wen Wang, 2010. "Loyalty Based Investment," Review of Pacific Basin Financial Markets and Policies (RPBFMP), World Scientific Publishing Co. Pte. Ltd., vol. 13(02), pages 309-332.
    • Handle: RePEc:wsi:rpbfmp:v:13:y:2010:i:02:n:s0219091510001962
    DOI: 10.1142/S0219091510001962
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    More about this item

    Keywords

    Investment; loyalty; structural equation modeling; team association;
    All these keywords.

    JEL classification:

    • G1 - Financial Economics - - General Financial Markets
    • G2 - Financial Economics - - Financial Institutions and Services
    • G3 - Financial Economics - - Corporate Finance and Governance

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