This study employs a trading dataset from a top investment bank in Taiwan to examine whether and how mutual fund advertising influences fund consumers’ redemption behavior, and whether the effect of advertising differs between small- and large-amount fund consumers. The evidence of this study shows that, on average, fund consumers redeem more non-advertised funds as their returns increase, while fund advertising slows their redemptions. The results from quantile regression show that fund advertising plays an important role in affecting redemption-performance sensitivity of large-amount and medium-amount investors. After taking advertising into account, large-amount and medium-amount investors reduce their fund redemptions. The results suggest that advertising, as a transmission of information, varies with investors’ wealth levels and that these differences in advertising matter to investors’ redemptions. This study contributes to understanding the role of advertising in fund consumers’ realized behavior and is useful for fund companies because they can more efficiently allocate limited resources such as advertising to support the growth of fund assets under management.

Purpose - The purpose of this paper is to investigate the potential benefits or detriments of team management on fund performance in the mutual fund market. An additional purpose of this study is to examine the optimal number of managers in a fund industry for superior performance. Research design, data, and methodology - This paper investigates the effect of managerial structure on fund performance in the Korean active mutual fund market between 2001 and 2008. For this, we analyze two risk-adjusted performances measures- the capital asset pricing model (CAPM) and the three-factor model of Fama & French (1993). Results - First, we found that single-managed funds exhibited superior performance. Second major finding was that as the number of managers in a fund increases, the fund performance deteriorates. Finally, the results reveal that the sharpest performance drop occurs when team size increases from a 5-person team to a 6-person team. Conclusions – The results suggest that the management structure can be a source of competitive advantage for fund performance. As considering fund performance is the outcome of managers’ decision-making, this study contributes to not only the financial literature but also the literature in other areas, such as management and general business.