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An investomer is a customer of the same organizations in which he or she hold shares. Investomers tend to be more loyal than their non-equity holding counterparts.〔〔〔 == Marketing studies == Although the concept of a marketing goods and services to shareholders has been around for some time, the strategic importance of shareholder marketing was first articulated, defined and discussed by Butera (1996).〔Butera, M.A. (1996) "Hidden values for shareholder communications", Corporate Board, September–October P9.〕 who found in his research into shareholder value that a potential outcome of share ownership is brand loyalty. This idea was taken further by Bain & Co in 2000 who found that on average, Investomers frequent businesses 1.7 times more often than the typical shopper and spend 1.5 times as much money. Moreover, they remain customers 1.1 times longer and generate 2.1 times the number of business referrals (Mowrey, 2000) These figures came from a study by Bain & Co with 1212 respondents across 9 industry sectors. In 2004, a survey of 500 investors found that share ownership improves share of wallet performance (Schoenbachler, 2004)〔Schoenbachler, D.D., Gordon, G.L., and Aurand T.W (2004) "Building brand loyalty through individual stock ownership"' Journal of Product and Brand Management. 13(7) P488-497〕 as another indicator of brand loyalty. In 2008, two Australian researchers Dr. Michael Valos and Stephen Prendergast found that amongst four of the five sectors they studies, Investomers were more attitudinally loyal, less likely to churn, more likely to be advocates, and more amenable to cross-selling communications (Valos, 2008).〔https://www.auspostbusinessbenchmark.com.au/documents/1000009/details〕 This research went on to find that three investomer characteristics were found to “strengthen the investomer effect”. Notably, share bonding, indicated by the number of shares held and for how long; perceived share performance, the better, the more loyal; and investor knowledge, indicated by the amount of time an investor devotes to researching stocks and the number of trades they carry out each month. The sector where the investomer effect could not be proven was in General Insurance (Car, home, contents). The study found the reason being that respondents who were shareholders in the holding companies that owned the insurance brands lacked awareness of the brands owned by the listed entity. Of interest was that none of the studies highlighted above concluded that being an investomer made shareholders more loyal as shareholders. In the Valos study, it was found that while investomers are systematically more loyal as customers, they are not necessarily more loyal as shareholders, which was indicated by them having a similar level of retaining shares in 12 months’ time, and having comparable levels of trust, admiration, and willingness to recommend the company as a share investment. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Investomer」の詳細全文を読む スポンサード リンク
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