This conceptual article aims to contribute to the discussion of the role of individuals' perceptions and affective evaluations of companies in their decisions to buy/hold the companies' stocks. Based on psychological finance and marketing literatures, the authors explicate five different ways in...

While there has been a growing interest in the role that company affect plays in investment decisions, there have been few empirical examinations of the issue. The specific purpose of this article is to provide empirical evidence of whether an individual investor's affect towards a company...

Purpose – The purpose of this article is to contribute to corporate marketing literature by examining how an individual's identification with a company influences their willingness to invest in the company's shares.Methodology/Approach – A set of hypotheses were developed based on theory,...