Accounting Firm Brand,Scale,Industry Specialty And Audit Fees

In order to respond to "public entrepreneurship,peoples innovation",at present our country actively promote public accounting firm's brand construction.In the process of brand building,there are two kinds of development strategies,namely the the development of scale and industry expertise,both development mode has influence on the audit fees,so the article in the perspective of audit fees,by examining accounting firm brand,scale and the relationship between the industry expertise and audit fees of certified public accountants audit premium drivers.Furthermore,by looking at thepremium effect of the scale and industry expertise to the brand of the accounting firm respectively,Thearticle examines the effects of two kinds of development strategy of brand building.In this paper,put the empirical data of motherboard a-shares of Shanghai and Shenzhen two cities in China listed companies from 2010 to 2014 as research samples,empirically tested the accounting firm brand,size,and industry expertise influence on audit fees.To test the existence of scale premium,brand premium,premium of industry expertisein our country accounting firm.Furthermore,This articleexamined the impact on the brand equity of accounting firm scale,industry expertise.The results show that in the audit market of our country exists premium brand,premium scale and industry expertise premium,and brand effect of audit fee is most significantly,it also provides the empirical data to strengthen the brand construction of the public accounting firm in the audit market in China.In further research results,the scale not only has no effect to enhance the brand premium,instead of a premium brand inhibition,and industry expertise is brought the incremental effect of premium brand.The study results indicate that in the audit market of our country accounting firm in brand,scale and industry expertise is audit premium driving factors in the three key indicators.More importantly,an accounting firmshould develop the industry expertise to create thebrand,while enlarging the scale can bring audit premium by combining enlarging the scale,but it has no substantive effectsfor the brand construction.