Supermarket distribution and brand recognition of open-end mutual funds
Although supermarkets for groceries have existed for nearly a century, financial supermarkets are a much more recent innovation. We find that investors rely on mutual fund supermarkets to buy highly differentiable funds from small, specialized fund families. Investors' use of supermarkets is co...
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| Veröffentlicht in: | Financial services review (Greenwich, Conn.) Conn.), 2007-12, Vol.16 (4), p.309 |
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| creator | Ciccotello, Conrad S Greene, Jason T Walsh, Lori S |
| description | Although supermarkets for groceries have existed for nearly a century, financial supermarkets are a much more recent innovation. We find that investors rely on mutual fund supermarkets to buy highly differentiable funds from small, specialized fund families. Investors' use of supermarkets is consistent with efforts to reduce search costs while obtaining the benefits of product focus at the fund origination level. The results thus demonstrate the growing importance of distribution in the context of intangible goods. Consistent with arguments by Black, Ciccotello, and Skipper (2002), the findings suggest that brand in financial services is increasingly driven by closeness to the customer. [PUBLICATION ABSTRACT] |
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| fulltext | fulltext |
| identifier | ISSN: 1057-0810 |
| ispartof | Financial services review (Greenwich, Conn.), 2007-12, Vol.16 (4), p.309 |
| issn | 1057-0810 1873-5673 |
| language | eng |
| recordid | cdi_proquest_journals_212034348 |
| source | EBSCOhost Business Source Complete |
| subjects | Advisors Asset acquisitions Brand identification Cost reduction Costs Customer services Direct marketing Distribution channels Evaluation Fees & charges Financial services Financial services industry Fund raising Innovations Investment policy Mutual fund industry Mutual funds Scandals Statistics Studies Supermarkets Trust departments Vertical integration |
| title | Supermarket distribution and brand recognition of open-end mutual funds |
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