Research On The Influence Of Corporate Craftsmanship Spirit On Brand Value

Facing the complex situation where the global economy is undergoing major changes unseen in a century and China is accelerating the formation of "dual circulation"economic innovation development pattern,China’s manufacturing urgently needs strong internal driving forces to promote the improvement of brand value.However,it is corporate craftsmanship spirit that holds the key for addressing all the issues.Existing researches and practical experience have explored brand value from the perspective of corporate craftsmanship spirit,but the specific influence role and path remains to be clarified.Based on these,this paper takes corporate craftsmanship spirit as the independent variable to explore the influence of corporate craftsmanship spirit on brand value,finding its possible mediating role in the influence of corporate craftsmanship spirit on brand value from the perspective of corporate social responsibility.This paper complements the research on the value definition of corporate craftsmanship spirit and provides the new perspectives for brand value enhancement.Firstly,this paper reviews the literature related to corporate craftsmanship spirit,brand value and corporate social responsibility,and it summarizes and reviews the status quo of existing researches.Secondly,this paper constructs a structural model of the connotation of corporate craftsmanship spirit using rooted theory,literature method and expert opinion method.Besides,this paper develops and tests a scale for measuring corporate craftsmanship spirit.Thirdly,this paper analyzes the influence of corporate craftsmanship spirit on brand value and the mediating role of corporate social responsibility based on stakeholder theory,social identity theory and signaling theory.Besides,this paper constructs a conceptual model based on these.Fourthly,this paper analyzes the data with SPSS24.0 and AMOS24.0 to complete the empirical test of the influence of corporate craftsmanship spirit on brand value,and comes to the following conclusions:(1)The Structural model of corporate craftsmanship spirit is composed of 15 elements in three dimensions and this paper forms a 24-item scale to measure it.Specifically,corporate craftsmanship skill is composed of five elements including high standard,continuous learning,practicality,professionalism and technical superiority.Corporate craftsmanship character is composed of five elements including cultivation,customer orientation,persistent focus,integrity and humanistic management.Corporate craftsmanship mentality is composed of five elements including innovation,long-term thinking,excellence,perseverance and pragmatism.(2)Corporate craftsmanship spirit and its three dimensions all have significant positive influences on brand value,and the degree of different dimensions varies.(3)Corporate social responsibility partly plays a mediating role in the influence of corporate craftsmanship spirit and its dimensions on brand value.(4)Corporate social responsibility and brand value show significant differences due to the differential of corporate characteristics.Finally,based on the above conclusions,this paper proposes management inspirations for corporations,and provides tools for them to continuously observe and enhance corporate craftsmanship spirit.Besides,this paper also provides new paths for enhancing corporate brand value.