企业履行社会责任与品牌价值的相关性分析及其政策含义

The Correlation Analysis and Policy Implications of Corporate Social Responsibility and Brand Value: Empirical Study Based on Famous Brands of Listed Companies

摘要:

为了科学地揭示企业履行社会责任对企业品牌价值提升的影响机理,本文运用131家上市公司著名品牌2010~2012年的面板数据,实证研究企业履行社会责任对企业品牌价值的影响。本文研究指出,企业履行社会责任不仅可以通过影响利益相关者而直接提升企业的品牌价值,同时还可以借助边际报酬递增的作用削弱营销传播活动支出降低对品牌价值的不利影响。本文研究结果对企业积极履行社会责任以及实施品牌战略等,均具有重要的理论意义与现实意义。

Abstract:

In order to scientifically reveal the influence mechanism of corporate social responsibility to corporate brand value, this paper empirically studies the impact of the former on the latter by using panel data of 131 listed companies" famous brands which from 2010 to 2012. This paper points out that CSR can not only directly enhance the corporate brand value by influencing stakeholders, but also weaken adverse effect of marketing activities expense fall to brand value through increasing marginal returns. The results of this study have theoretical and practical significance on companies" fulfilling CSR and implementing brand strategy.