企业社会责任、技术创新与品牌价值
|
摘要
本文依据资源基础观,实证检验了企业社会责任对品牌价值的影响及其作用机制。采用2013—2016年世界品牌实验室(World Brand Land)发布的《中国500最具品牌价值排行榜》中A股上市公司的面板数据进行分析,研究发现,企业社会责任对品牌价值呈负向影响,技术创新对品牌价值呈正向显著影响,且高的技术创新水平可减弱企业社会责任对品牌价值的负面效应。此外验证了与B2B类型的企业相比,B2C企业其社会责任对品牌价值的影响更大。
According to the concept of resource base,the impact of corporate social responsibility on brand value and its mechanism of action are tested. The paper analyzed the 2013—2016 panel data of listed companies in China 500 Most Valuable Brands which released by World Brand Land. This research finds that the Corporate social responsibility has a negative impact on brand value. The technological innovation has a positive impact on brand value,And the high level of technological innovation can reduce the negative effects of corporate social responsibility on brand value. In addition,in comparison with B2 B enterprises,B2 C enterprises' social responsibility has more influence on brand value.
According to the concept of resource base,the impact of corporate social responsibility on brand value and its mechanism of action are tested. The paper analyzed the 2013—2016 panel data of listed companies in China 500 Most Valuable Brands which released by World Brand Land. This research finds that the Corporate social responsibility has a negative impact on brand value. The technological innovation has a positive impact on brand value,And the high level of technological innovation can reduce the negative effects of corporate social responsibility on brand value. In addition,in comparison with B2 B enterprises,B2 C enterprises' social responsibility has more influence on brand value.
引文
[1]沈洪涛,沈艺峰.公司社会责任思想起源与演变[M].上海:上海人民出版社,2007.
[2]李伟阳,肖红军.走出“丛林”:企业社会责任的新探索[M].北京:经济管理出版社,2012.
[3]范二平.新经济时代“老字号”商业品牌的营销收益研究[J].商业时代,2012(6):44-45.
[4]FORNELL C,MITHAS S,III F V M,et al.Customer satisfaction and stock prices:high returns,low risk[J].Journal of marketing,2006,70(1):3-14.
[5]胡晓明,秦轶.技术创新与品牌价值的实证分析[J].广西财经学院学报,2017,30(6):54-62.
[6]仲伟周,葛麒.企业履行社会责任与品牌价值的相关性分析---基于上市公司著名品牌的实证研究[J].科技管理研究,2015,35(12):242-246.
[7]MA DEL MARGARCA DE LOS Salmones,CRESPO A H,BOSQUE I R D.Influence of corporate social responsibility on loyalty and valuation of services[J].Journal of business ethics,2005,61(4):369-385.
[8]刘凤军,李敬强,李辉.企业社会责任与品牌影响力关系的实证研究[J].中国软科学,2012(1):116-132.
[9]SEN S,BHATTACHARYA C B.Does doing good always lead to doing better?Consumer reactions to corporate social responsibility[J].Journal of marketing research,2001,38(2):225-243.
[10]黄珺,贺国亮.企业社会责任、技术创新与企业价值[J].软科学,2017,31(7):93-97.
[11]秦轶.技术创新与品牌价值相关性研究[J].经贸实践,2016(12):106-107.
[12]PARK C S,SRINIVASAN V.A survey-based method for measuring and understanding brand equity and its extendibility.[J].Journal of marketing research,1994,31(2):271.
[13]GRASSL W.Strategic brand management:building,measuring,and managing brand equity[M].北京:中国人民大学出版社,2004.
[14]张燚,张锐,刘进平.品牌价值来源及其理论评析[J].预测,2010,29(5):74-80
[15]张兆国,梁志钢,尹开国.利益相关者视角下企业社会责任问题研究[J].中国软科学,2012(2):139-146.
[16]FASSIN Y,ROSSEM A V.Corporate governance in the debate on csr and ethics:sensemaking of social issues in management by authorities and CEOs[J].Corporate governance an international review,2009,17(5):573-593.
[17]HOLT D B,QUELCH J A,TAYLOR E L.How global brands compete.[J].Harvard business review,2004,82(9):68-75,136.
[18]GODFREY P C.The relationship between corporate philanthropy and shareholder wealth:a risk management perspective.[J].A-cademy of management review,2005,30(4):777-798.
[19]赵红丹,周君.国外企业伪社会责任研究述评与展望[J].首都经济贸易大学学报,2017,19(1):96-103.
[20]刘呈庆.绿色品牌发展机制实证研究[D].济南:山东大学,2010.
[21]ALTSHULER Liliya,TARNOVSKAYA Veronika V.Branding capability of tech-nology born globals[J].Journal of brand management,2010(18)
[22]赵远亮,周寄中,许治.高技术企业自主创新、知识产权与自主品牌的联动关系及启示[J].科学学与科学技术管理,2008,29(1):58-63.
[23]钱爽.企业社会责任、创新投入与企业财务绩效关系研究---基于利益相关者的视角[D].合肥:中国科学技术大学,2017.
[24]GRANT R M.There source based theory of competitive advantage:implications for strategy for mulation[J].California management review,1991,33(3):115-135
[25]WERNERFELT B.A resource-based view of the firm[J].Strategic management journal,1984,5(2):171-180.
[26]MCWILLIAMS A,SIEGEL D S,WRIGHT P M.Corporate social responsibility:strategic implications[J].Journal of management studies,2010,43(1):1-18.
[27]LUO X,BHATTACHARYA C B.Corporate social responsibility,customer satisfaction,and market value[J].Journal of marketing,2006,70(4):1-18.
[28]BANKSTON K.Technology behind the brand[J].Credit union management,2006(Apr).
[29]田凤权,李镜.国内外B2B企业品牌价值评估的理论述评[J].中国集体经济,2012(13):83-84.
[30]王树森.企业价值对品牌价值影响及其广告的中介作用[D].哈尔滨:哈尔滨工业大学,2016.
[31]卢宏亮,李桂华,李英禹.B2B品牌化对企业间关系及财务绩效的影响研究[J].南开管理评论,2016,19(4):169-180.
[32]田凤权.创建和提升B2B企业品牌价值的思路[J].经济研究导刊,2012(17):154-156.
[33]ROSENBRIJER C.Industrial brand management:a distributor's perspective in the UK fine-paper industry[J].Journal of product&brand management,2001,10(1):7-25.
[34]沈洪涛,王立彦,万拓.社会责任报告及鉴证能否传递有效信号---基于企业声誉理论的分析[J].审计研究,2011(4):87-93.
[35]张鹏冲.企业品牌价值与社会责任信息披露质量---基于2007年中国最具品牌价值500强企业实证数据研究[J].财会通讯,2010(6):155-157.
[36]窦康.企业社会责任与品牌价值的相关性研究[D].贵阳:贵州财经大学,2014.
[37]柳蕴芳.企业社会责任对企业品牌价值的影响研究---基于“中国最具价值品牌排行榜”实证数据[D].天津:天津师范大学,2016.
[2]李伟阳,肖红军.走出“丛林”:企业社会责任的新探索[M].北京:经济管理出版社,2012.
[3]范二平.新经济时代“老字号”商业品牌的营销收益研究[J].商业时代,2012(6):44-45.
[4]FORNELL C,MITHAS S,III F V M,et al.Customer satisfaction and stock prices:high returns,low risk[J].Journal of marketing,2006,70(1):3-14.
[5]胡晓明,秦轶.技术创新与品牌价值的实证分析[J].广西财经学院学报,2017,30(6):54-62.
[6]仲伟周,葛麒.企业履行社会责任与品牌价值的相关性分析---基于上市公司著名品牌的实证研究[J].科技管理研究,2015,35(12):242-246.
[7]MA DEL MARGARCA DE LOS Salmones,CRESPO A H,BOSQUE I R D.Influence of corporate social responsibility on loyalty and valuation of services[J].Journal of business ethics,2005,61(4):369-385.
[8]刘凤军,李敬强,李辉.企业社会责任与品牌影响力关系的实证研究[J].中国软科学,2012(1):116-132.
[9]SEN S,BHATTACHARYA C B.Does doing good always lead to doing better?Consumer reactions to corporate social responsibility[J].Journal of marketing research,2001,38(2):225-243.
[10]黄珺,贺国亮.企业社会责任、技术创新与企业价值[J].软科学,2017,31(7):93-97.
[11]秦轶.技术创新与品牌价值相关性研究[J].经贸实践,2016(12):106-107.
[12]PARK C S,SRINIVASAN V.A survey-based method for measuring and understanding brand equity and its extendibility.[J].Journal of marketing research,1994,31(2):271.
[13]GRASSL W.Strategic brand management:building,measuring,and managing brand equity[M].北京:中国人民大学出版社,2004.
[14]张燚,张锐,刘进平.品牌价值来源及其理论评析[J].预测,2010,29(5):74-80
[15]张兆国,梁志钢,尹开国.利益相关者视角下企业社会责任问题研究[J].中国软科学,2012(2):139-146.
[16]FASSIN Y,ROSSEM A V.Corporate governance in the debate on csr and ethics:sensemaking of social issues in management by authorities and CEOs[J].Corporate governance an international review,2009,17(5):573-593.
[17]HOLT D B,QUELCH J A,TAYLOR E L.How global brands compete.[J].Harvard business review,2004,82(9):68-75,136.
[18]GODFREY P C.The relationship between corporate philanthropy and shareholder wealth:a risk management perspective.[J].A-cademy of management review,2005,30(4):777-798.
[19]赵红丹,周君.国外企业伪社会责任研究述评与展望[J].首都经济贸易大学学报,2017,19(1):96-103.
[20]刘呈庆.绿色品牌发展机制实证研究[D].济南:山东大学,2010.
[21]ALTSHULER Liliya,TARNOVSKAYA Veronika V.Branding capability of tech-nology born globals[J].Journal of brand management,2010(18)
[22]赵远亮,周寄中,许治.高技术企业自主创新、知识产权与自主品牌的联动关系及启示[J].科学学与科学技术管理,2008,29(1):58-63.
[23]钱爽.企业社会责任、创新投入与企业财务绩效关系研究---基于利益相关者的视角[D].合肥:中国科学技术大学,2017.
[24]GRANT R M.There source based theory of competitive advantage:implications for strategy for mulation[J].California management review,1991,33(3):115-135
[25]WERNERFELT B.A resource-based view of the firm[J].Strategic management journal,1984,5(2):171-180.
[26]MCWILLIAMS A,SIEGEL D S,WRIGHT P M.Corporate social responsibility:strategic implications[J].Journal of management studies,2010,43(1):1-18.
[27]LUO X,BHATTACHARYA C B.Corporate social responsibility,customer satisfaction,and market value[J].Journal of marketing,2006,70(4):1-18.
[28]BANKSTON K.Technology behind the brand[J].Credit union management,2006(Apr).
[29]田凤权,李镜.国内外B2B企业品牌价值评估的理论述评[J].中国集体经济,2012(13):83-84.
[30]王树森.企业价值对品牌价值影响及其广告的中介作用[D].哈尔滨:哈尔滨工业大学,2016.
[31]卢宏亮,李桂华,李英禹.B2B品牌化对企业间关系及财务绩效的影响研究[J].南开管理评论,2016,19(4):169-180.
[32]田凤权.创建和提升B2B企业品牌价值的思路[J].经济研究导刊,2012(17):154-156.
[33]ROSENBRIJER C.Industrial brand management:a distributor's perspective in the UK fine-paper industry[J].Journal of product&brand management,2001,10(1):7-25.
[34]沈洪涛,王立彦,万拓.社会责任报告及鉴证能否传递有效信号---基于企业声誉理论的分析[J].审计研究,2011(4):87-93.
[35]张鹏冲.企业品牌价值与社会责任信息披露质量---基于2007年中国最具品牌价值500强企业实证数据研究[J].财会通讯,2010(6):155-157.
[36]窦康.企业社会责任与品牌价值的相关性研究[D].贵阳:贵州财经大学,2014.
[37]柳蕴芳.企业社会责任对企业品牌价值的影响研究---基于“中国最具价值品牌排行榜”实证数据[D].天津:天津师范大学,2016.