The effect of the brand on investor behavior and perceived risk as Mediate

The purpose of this article is to investigate the effect of investor based brand equity to intention investment, and the perceived risk is a mediated risk in this study. Based on the revision made of Aaker’s brand equity construct in investment decisions we use of investor based equity in this study. The population of this study is a university academics in Iran. Some studies show that youngsters influence key family decisions and purchases. This aspect is of interest to firms planning to obtain financing from capital markets to know what features within management scope affect investment decisions of youngsters, whether they can be seen as potential investors or an influencing factor in family investment decisions. We selected students from a university in Iran to study their intention investment. The sample consisted of 69 respondents, Ph.D. students from one university in Iran in 2017 that selected by cluster sampling. Structural equation modeling –partial least squares is used to test relationships between brand equity dimensions and intention to invest, with a mediating role or perceived risk. The results indicate that the investor –based brand equity significantly influences intention to invest. Research result can be useful for policymakers in the financial area, and helpful for their plans.