Research On The Influence Of Corporate Social Responsibility On Brand Value

Nowadays,the competition in the world market is becoming more and more fierce,and the competition in the world market is mainly brand competition.Therefore,to establish their own brand image and increase their brand value can make enterprises occupy a more advantageous position in the world market competition.Among many factors affecting brand value,corporate social responsibility is a high-return strategy to promote brand differentiation.However,the final decision-making power of enterprise strategic decision-making is in the hands of enterprise managers.Managers with different characteristics will have great differences in making strategic decisions,which will have different effects on the relationship between corporate social responsibility and brand value.At the same time,under the current institutional environment in China,enterprises can be divided into state-owned enterprises and non-state-owned enterprises according to their actual controllers.Because of the differences in objectives,political connections and other aspects between the two types of enterprises,it is necessary to consider the important factor of the nature of property rights in research.Therefore,from the perspective of managerial characteristics,this paper explores the impact of corporate social responsibility on brand value,and conducts a group study on enterprises according to the nature of property rights.The paper consists of six chapters.Chapter 1 introduces the research background,purpose and significance,ideas and methods,as well as the main contributions.Chapter 2collates and summarizes the relevant literature on corporate social responsibility,brand value,the relationship between corporate social responsibility and brand value,as well as the characteristics of managers,identifies the existing research gaps and major controversial points,and points out the research direction of this paper.Chapter 3 introduces stakeholder theory,sustainable development theory,signaling theory and upper echelons theory and puts forward hypotheses based on theory,which are as follows:(1)Corporate social responsibility will help to enhance brand value;(2)When managers are women,corporate social responsibility plays a more significant role in promoting brand value;(3)The older managers are,the more significant the role of corporate social responsibility in promoting brand value is;(4)The higher the educational background of managers,the more significant the role ofcorporate social responsibility in promoting brand value;(5)The longer managers’ tenure is,the more significant the role of corporate social responsibility in promoting brand value is.Chapter4,based on the brand data of the world brand laboratory evaluation from 2010 to 2018,chooses Shanghai and Shenzhen A-share listed companies as the research object,defines the definition of variables and constructs the model.Chapter 5 carries out descriptive statistics,correlation test,test for multi-collinearity and regression analysis for each variable,and grouping test according to the nature of property rights.Robustness test is carried out by explaining the lag of variables by two periods,deleting irrelevant control variables and redefining managers.Chapter 6 draws corresponding conclusions and puts forward suggestions,pointing out the shortcomings of the article.The results show that:(1)Fulfilling corporate social responsibility can enhance brand value,which is significant in non-state-owned enterprises,but not in state-owned enterprises.(2)Managers’ gender,managers’ educational background and managers’ tenure have moderating effects on the promotion of corporate social responsibility to brand value,while managers’ age has no moderating effect on the promotion of corporate social responsibility to brand value.At the same time,in state-owned enterprises,managers’ gender and educational background have a positive moderating effect on the promotion of corporate social responsibility to brand value,and managers’ tenure has a negative moderating effect on the promotion of corporate social responsibility to brand value.In non-state-owned enterprises,managers’ educational background and tenure have a positive moderating effect on the promotion of corporate social responsibility to brand value.And the moderating effect of managers’ educational background and managers’ tenure in non-state-owned enterprises is more significant than that in state-owned enterprises.