An Empirical Research On Corporate Social Responsibility And Brand Value In The Market Competition Environment

High-quality development has become an important goal of Chinese economic and social development,and the micro-foundation of high-quality economic development is high-value brands.ERKE incident highlights that the timely implementation of corporate social responsibility will affect brand marketing,and even play a key role in whether the brand can quickly achieve sales transformation.However,there has been a debate in the industry and academia on “whether enterprises should fulfill social responsibility”,that will reduce the brand’s enthusiasm for the strategic investment of corporate social responsibility.Further,with the increase of brand value,whether the brand will be coerced by public opinion and forced to continuously improve the intensity of corporate social responsibility,which is beyond the reasonable range that it can bear,is also a question worthy of study.Existing studies have shown that corporate social responsibility also has a certain impact on technological innovation,and technological innovation is the source and foundation of shaping the core competitiveness of brands.Therefore,it is necessary to deeply study the interaction and synergy between corporate social responsibility and technological innovation on brand value.In addition,brand building is inseparable from its market competition environment,and the intensity of market competition will directly affect brand behavior and performance.Therefore,this study integrates corporate social responsibility,brand value,technological innovation and market competition into a research framework to explore their logical relationship and influence mechanism between them.This paper selects 61 brands that have been on the “Top 500 Most Valuable Brands in China” list for five consecutive years released by the World Brand Lab from 2016 to 2020 as research samples to conduct empirical research,and draws the following conclusions: Corporate social responsibility is conducive to the promotion of brand value;technological innovation plays an intermediary role in the relationship between corporate social responsibility and brand value;the positive impact of corporate social responsibility on technological innovation is negatively regulated by market competition;the positive impact of corporate technological innovation on brand value is positively regulated by market competition;market competition positively regulates the intermediary role of technological innovation.Therefore,this paper puts forward the following policy recommendations:formulate relevant policies to correctly guide enterprises to take the initiative to undertake social responsibilities and form an effective incentive mechanism;insist on supporting enterprises’ technological innovation investment,improve the production-university-research mechanism,and accelerate the transformation of technological achievements;actively guide enterprises to undertake social responsibility into the promotion of investment in technological innovation;increase support for corporate brand building,and create national independent brands.