Research On The Effects Of Corporate Social Responsibility On Corporate Brand Value

In the new period, Corporate social responsibility referred to as CSR gains a lot of attention in practical application and theoretical research field. Chinese enterprises have encountered many internal and external problems distinctly.Due to the lack of social responsibility awareness,their corporate image and brand value get damaged. Eventually the long-term interests of the enterprise will be destroyed.CSR can cultivate loyal customer resources for the enterprise and create a harmonious social environment. It is the effective way to improve its brand image and add motivation for the strongly durable development of the enterprise. CSR refers to all the responsibility that the enterprise should burden for stakeholders. They should continuously pay close attention to and maintain stakeholders’ interests of the different period. Corporate Brand is a kind of intangible potential resources that be able to preserve or increase the value and save operating costs in long-term. It can bring long-term benefits for the enterprise. Corporate Brand Value is the integration of stakeholder value. How to coordinate the relationship between internal and external and integrate resources is the key to enhance corporate brand value. Stake holder not only value the brand value and benefit from it, but also is the important driving force of the development of enterprise brand value. In a sense they are the real owner of corporate brand. To a large extent, the performing condition of CSR influences the external dissemination value of the enterprise and finally be reflected by the level of the brand value. Therefore, whether companies can assume social responsibility actively and effectively will affect the corporate brand image, ultimately it will affect the corporate brand value.This study clearly defined the main stakeholders of the enterprise from the perspective of stakeholders.I determine the corporate social responsibility and corporate brand value evaluation index according to quantifiable data and construct linear regression model. In the empirical part,I selected 75 public companies on the ranking list of China’s most valuable brand as the research object. They all appear in the list for six years and rank the top.I collect data of six years. Then I conduct the correlation analysis and regression analysis on the relationship between CSR and corporate brand value and its influence degree.The empirical results indicate that CSR and the corporate brand value have significant positive correlation.At the same time,CSR has lag correlation effect on brand value. Undertaking for social responsibilities is the foothold and breakthrough for promoting corporate brand value.