The mediating role of financial service branding on investment decisions: an emerging market’s perspective Robert Kwame Dzogbenuku Marketing, Central University, Accra, Ghana George Kofi Amoako Marketing, Ghana Communication Technology University, Accra, Ghana, and Albert Martins Marketing, University of Professional Studies, Accra, Ghana Abstract Purpose – This study seeks to assess the mediating role of financial service branding on investment decisions from the perspective of financial service investors. Design/methodology/approach – Field data were obtained from 403 individuals and corporate investors in financial service institutions who invested savings and pensions funds into short to medium term financial instruments from an emerging market in sub-Saharan Africa (SSA). Data were analysed using the partial least squares structural equation modelling technique (PLS-SEM). Findings – Branding significantly mediates return on investment (ROI) decisions. However, the ROI did not have a significant direct effect on investment decisions. ROI has a significant indirect effect on investment decisions due to branding influence on investors. Research limitations/implications – Data collected was cross sectional. Future research can use longitudinal data for better long term planning. Study can also be done in other emerging economies to determine how the financial sector characteristics for each country can be a source of difference from branding and investment standpoint. Practical implications – Although consumer investment decisions are logically influenced largely by ROI, investors place savings and pensions into financial instruments largely managed by reliable corporate brands with solid reputation known as safe havens for hedging lifetime investments. Originality/value – This study covers the research gap in brand power and the reputation of financial service institutions as well as the investment decisions of financial service investors in emerging Sub-Saharan African. Keywords Investment decisions, Branding, Financial services, Return on investment (ROI), Ghana Paper type Research paper Introduction In order to increase investment and formulate appropriate theories and policies, it is necessary to understand how individuals invest in the securities and other financial options available (Sharma et al., 2017). Generally, customer decisions are primarily influenced by experience, intuition and information for decision-making (Shah et al., 2018). Investor or customer financial decisions are driven by sound financial judgement mitigating risk for sound return on investment (ROI) outcomes. Again, theories of consumer finance developed on the postulation that investors in most financial markets are rational as they operate in frictionless markets (Shah et al., 2018; Li et al., 2021; Arora and Chakraborty, 2021). Such investor behaviour can be described as dynamic with actions backed by beliefs, perceptions and expectations (Kamil et al., 2018). Unfortunately, the 2018 Consumer Financial Literacy Survey (NFCC, 2018) disclosed that close to 45% of investors worldwide possess below-average ability in basic financial knowledge to make prudent financial The role of financial service branding The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/1746-8809.htm Received 12 May 2021 Revised 20 November 2021 Accepted 8 January 2022 International Journal of Emerging Markets © Emerald Publishing Limited 1746-8809 DOI 10.1108/IJOEM-05-2021-0718