THE INFLUENCE OF CSR ON THE PROMOTION OF CORPORATE BRAND VALUE
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Abstract
To a large extent, the competition between enterprises is the competition of brands, especially in the current environment where there is a surplus of low-end and medium-end products and insufficient supply of high-end products in China. Thus, it is necessary to improve the quality of the product supply, strengthen the brand value of enterprises, and improve their quality. Brand competitiveness is very important, and many scholars and practitioners also seek ways to enhance the brand value of enterprises. Based on the annual data of 66 listed companies from 2010 to 2019, this study uses a regression model with moderating effect to analyze the relationship between the perspective of corporate social responsibility fulfillment and corporate brand value. The results show that corporate social responsibility has a significant positive impact on improving brand value and technological innovation can moderate the relationship between corporate social responsibility and corporate brand value. Moreover, there is heterogeneity in the relationship between corporate social responsibility and brand value. which is to say that, the nature of the firm is also a moderator of the relationship between corporate social responsibility and brand value. Based on the conclusions of this empirical analysis, suggestions on how to enhance corporate brand value by improving the level of corporate social responsibility performance are proposed.
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