https://orcid.org/0000-0003-3722-6348
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ABSTRACT
This paper investigates whether herd behaviour followed by fad can be regarded as a safe haven for investment. We found that investors have anticipatory herd behaviour towards the Apple fad. Herding creates a safe zone and is adopted as a means to reduce the risk of irrational behaviour, especially for companies with poor profitability. On the whole, herding may lead to positive market returns and can be used as a short-term safe haven under uncertainty.
Disclosure Statement
No potential conflict of interest was reported by the authors.
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