An Empirical Analysis On The Effect Of Firm Brand On Export Behavior

There are so many topics about firm brand, few scholars in China study whether brand relates firm’s performance, as the transmitter of culture, philosophy and value of firms, firm brand to some extent will affect firm performance including export behavior.From the perspective of branding based on the theoretical model of Julia Cage in2011the paper analyzes the connection of brand and firm’s export behavior, through the database of Chinese industrial enterprises, which firm brand is measured by firm’s intangible assets, at the same time according to different levels of intangible assets, we divide firm brand into high, medium and low three types of brands, also export behavior is measured by three aspects: export tendency, export intensity and the duration of exporting, we use different methods to regress and analyze, the results show that:(1)using the Probit model to study the relationship between brand and export tendency year by year, we find that brand and export tendency are significantly negatively correlated, and mapping the trend graft base influence coefficient from year1999to year2006, the shape is like "convex";(2) in the aspect of export intensity, in order to avoid selective data sample bias, we use Heckman model to analyze the relationship between brand and export intensity, result shows that firms who have better-quality brands will reluctant to increase their export intensity. Considering the value of export intensity is between0and1, Fractional Probit regression methods can solve lots of dependent variable scores zero value effectively, so we use Fractional Probit regression model to test the relationship between them, test result about the relationship between high-brand firm and export intensity is consistent with the result of Heckman model;(3) according to the characteristics of exporting duration, we use COX survival model to study the relationship between brand and exporting duration, result shows that increasing the brand value will reduce risk rate of trade relations, that is to say higher brand firms will increase export duration;(4) finally, considering the influence of advertising, we analyze the effect of brand building with ads on export status, and find high brand firms putting in ads will increase export.In this paper, we offer some policy suggestion in allusion to the empirical results.