What drives the investment intentions of emerging economy millennials? Examining the effect of financial advertisement with the PLS-SEM

IF 2.9 Q2 BUSINESS

Journal of Financial Services Marketing Pub Date : 2023-01-02 DOI:10.1057/s41264-022-00202-8

Pallavi Dogra, Arun Kaushal, Prateek Kalia

引用次数: 2

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是什么推动了新兴经济体千禧一代的投资意愿?运用PLS-SEM分析金融广告的效果

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来源期刊

Journal of Financial Services Marketing BUSINESS-

CiteScore

5.60

自引率

26.70%

发文量

期刊介绍： Under the guidance of its expert Editors and an eminent international Editorial Board, Journal of Financial Services Marketing has become one of the world''s leading forums for the latest thinking, techniques and developments in marketing financial services. The Journal has established itself as a key bridge between applied academic research and commercial best practice, globally. The journal covers: marketing banking services, pension plans, insurance, saving schemes, investment finance, personal finance, mortgages and credit and debit cards loyalty plans brand management cross-selling products and services customer relationship management online services customer profiling targeting product positioning pricing distribution management consumer finance pooled investment funds The Journal of Financial Services Marketing publishes detailed and authoritative: Case studies from marketers worldwide, detailing their practical experiences, the problems faced and the lessons learned Research with IMPLICATIONS FOR PRACTICE from leading business schools, research institutes and universities, worldwide Reviews and briefings by expert practitioners and academics sharing thought-provoking and challenging ideas Legal reviews examining in detail the major changes in legislation Book reviews providing a ''thumbnail'' of best practice in marketing within the financial services field ...to keep subscribers up-to-date with the latest developments and thinking in bank and financial services marketing.