@Research Paper
<#LINE#>Investigating the affective factors on building brand equity in banking Industry of Iran (Case study: Tosee Saderat Bank)<#LINE#>Behnam@Esmaeili Far, Sadat Leila@Rezaei<#LINE#>1-5<#LINE#>1.ISCA-RJMS-2015-032.pdf<#LINE#> <#LINE#>13/5/2015<#LINE#>30/6/2015<#LINE#> This research aimed at investigating affective factors (service experience, brand affinity and customer satisfaction) on building brand equity in banking industry of Iran. In order to conduct our research, we distributed a structured questionnaire among a sample of 220 customers of Tosee Saderat banks in Tehran. At last, SEM (Structural Equation Modeling) was used and it was found that service experience, brand affinity as the independent variables, and customer satisfaction as mediator variable, had an effect on building brand equity.  <#LINE#> @ @  Cohen A. and Mazzeo M.J., Investment Strategies and Market Structure: an Empirical Analysis of Bank Branching Decisions, Journal of Financial Services Research, 38(1), 1-21, (2010) @No $ @ @  Tallon P.P., A Service Science Perspective on Strategic Choice, IT, and Performance in US Banking, Journal of Management Information Systems, 26(4), 219-252, (2010) @No $ @ @  Bravo, R., and et al., Corporate Brand Image in Retail Banking: Development and Validation of a Scale, The Service Industries Journal, 30(8), 1199-1218, (2010) @No $ @ @  Reynolds, T.J., and Phillips, C.B., In Research of True Brand Equity Metrics: All market Share Ain’t Created Equally, Journal of Advertising Research, 45(2), 171-186, (2005) @No $ @ @  Jahanzeb S., Fatima T. and Butt M.M., How Service Quality Influences Brand Equity: the Dual Mediating Role of Perceived Value and Corporate Credibility, International Journal of Bank Marketing, 31(2), 126-141, (2013) @No $ @ @  Krishnan B.C. and Hartline M.D., Brand Equity: Is It more Important in Services?, Journal of Services Marketing, 15(5), 328-342, (2001) @No $ @ @  Karadeniz, Mustafa, The Importance of Customer Based Strategic Brand Equity Management for Enterprises, Journal of Naval Science and Engineering, 6(2), 117-132, (2010) @No $ @ @  Keller K.L., Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, 57, 1-22, (1993) @No $ @ @  Aaker D.A., Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity, Free Press, Glencoe, II, (2004) @No $ @ @   Aaker D.A. and Joachimsthaler E., Brand Leadership, Free Press, (2000) @No $ @ @  Lassar W., Banwari M. and Sharma A., Measuring Consumer Based Brand Equity, Journal of Consumer Marketing, 12(4), 11-19, (1995) @No $ @ @  Yoo B. and Donthu N., Developnig and Validating a Multidimensional Customer-Based Brand Equity Scale, Journal of Business Research, 52(1), 1-14, (2001) @No $ @ @ Belen del Rio A., Vasquez R. and Iglesias V.,  The Effects of Brand Associations on Consumer Response, Journal of Consumer Marketing, 8(5), 410-425, (2001) @No $ @ @  Kim H.B., Kim W.G. and An J.A., The Effect of Customer Based Brand Equity on Firm’s Financial Performance, Journal of Consumer Marketing, 20(4), 335-351, (2003) @No $ @ @  Schmitt B., The Consumer Psychology of Brands, Journal of Consumer Psychology, 22(1), 7-17, (2012) @No $ @ @  Grace D. and O Cass A., Examining Experiences and Post-Consumption Evaluations, Journal of Services Marketing, 18(6), 450-461, (2004) @No $ @ @  Biedenbach G. and Marell A., The impact of Customer Experience on Brand Equity in a Business-to-Business Services Setting, Journal of Brand Management, 17(6), 446-458, (2009) @No $ @ @  Berry L., Wall E.A. and Carbone L.P., Service Clues and Customer Assessment of the Service Experience: Lessons from Marketing, The Academy of Management Perspectives, 20(2), 43-57, (2006) @No $ @ @  Luoh H. and Tsaur S., Customer’s Perceptions of Service Quality: Do Server’s Age Stereotypes Matter?, International Journal of Hospitality Management, 30(2), 283-289, (2011) @No $ @ @  Otto J., Pertrick E. and Ritchie J.R.B., The Service Experience in Tourism, Tourism Management: Towards the New Millennium, Elsevier Science Ltd., Oxford, UK, 404-414, (2000) @No $ @ @  Yi Y., A Critical Review of Consumer Satisfaction. 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<#LINE#>A Study of Investor Behavior and its Impact on Trading Activity of Stocks<#LINE#>Shahzadi Marvi@Humayun<#LINE#>6-10<#LINE#>2.ISCA-RJMS-2015-038.pdf<#LINE#>Department of Management Sciences, Abdul Wali khan university Mardan, PAKISTAN  <#LINE#>16/6/2015<#LINE#>8/7/2015<#LINE#> A research study was conducted in an area of stock markets in order to investigate the impact of investor behavior on trading activity of stocks. The study was focused on KSE (Karachi Stock Exchange). The study was carried by using VAR (vector auto regression model). The main objective was to study the interaction of investor overconfidence and stock returns. In order to achieve this objective the data for different variables was taken from Balance sheet Analysis published by State Bank of Pakistan website of KSE and Open doors, the study was longitudinal in nature, as data of various years were collected and analyzed. In this study data from 2000 till 2012 was used.  Data base was consists of daily and monthly observations of KSE, monthly observations for trading volume and returns while estimate of volatility was constrained by the availability of daily returns. The main focus was on monthly observations under the perspective that was change investor overconfidence occur over monthly or annual horizons. A vector autoregressive response functions were used in order to study the interaction between investor behavior, market returns and trading proxies. The model selection was based on econometric theory. Returns on KSE 100 index are used as proxy for market returns (RET).KSE 100 index is a value weighted index of 100 companies while it hold over 90% of total market capitalization of the companies listed on Karachi Stock Exchange. The results of the VAR infer that volume is in And there is an insignificant relationship between overconfidence and trading stock activity that Overconfidence of investors has negative impact on trading stock activity investor’s overconfidence keeps the turnover at more elevated level and there is no relationship between monthly volumes with previous market returns that Increase in trading activity doesn’t add to monthly volatility in stock returns. Granger causality test was used to approve the result of VAR. Thus granger test reveal that monthly volatility has impact on return. The result was in conformity with the findings of VAR and Null hypothesis has been accepted.  <#LINE#> @ @  Sewell M., Behavioral Finance, University of Cambridge, (2007) @No $ @ @  Imran A, Study of Psychological Factors, (2012) @No $ @ @  Thaler B., Study of Psychological Factors, (2001) @No $ @ @  Cindy Dietrich, Study of Psychological Factors, (2010) @No $ @ @  Simon R.M, Relationship between Investor behavior and Decision making, (2008) @No $ @ @  Shah A.K. and Oppenheimer, D.M., Heuristics made easy: An effort-redu framework, Psychological Bulletin, 134(2), 207-222, (2008) @No $ @ @  Chandra A, Cause and Effect between FII Trading Behavior and Stock Market Returns, Journal of Indian Business Research,4(4), 286-300, (2012) @No $ @ @  Tariq. B, Investor Overconfidence and Stock Returns Evidence from Pakistan, Journal of Business and Management (IOSR-JBM), (2013) @No $ @ @  Kita R, Effect of Overconfident Investor Behavior to Stock Market Graduate School of   Information Science, Nagoya University, Journal of Advanced Computational  Intelligence, 14(6), (2010) @No $ @ @  Suman D.P., Warne  Investment Behavior of Individual Investor In Stock Market, Journal of Research in Finance & Marketing, (2), (2012) @No $ @ @  Stephen V. Burks, Overconfidence is a Social Signaling Bias, University of Minnesota Morris, (2010) @No