品牌权益对企业价值的影响研究——来自《中国500最具价值品牌》中沪深上市企业的经验证据

发布时间：2018-03-22 06:35

本文选题：品牌权益　切入点：企业价值　出处：《科学决策》2017年10期 　论文类型：期刊论文

【摘要】：本文利用《中国500最具价值品牌》的品牌数据和对应的沪深上市公司相关数据,研究品牌权益与企业价值之间的关系,并分别从品牌自身特征、公司品牌战略及行业竞争环境三个层面进一步检验中华老字号品牌、企业品牌战略及行业集中度在品牌权益与企业价值关系中的影响作用。研究结果表明,品牌权益对企业价值具有显著的提升作用,且在单一品牌战略下,这种提升作用更为显著,随着行业集中度的提高,品牌权益对企业价值的提升效应显著减弱;但是否为老字号品牌并不显著影响二者之间的关系。本研究说明,在资本市场上品牌权益能够在企业价值中得到充分体现,且会受到公司品牌战略和企业经营环境的影响。这些结论为企业更加精确地实施品牌管理提供有价值的参考。
[Abstract]:This paper studies the relationship between brand equity and enterprise value by using the brand data of "China 500 most valuable Brand" and the relevant data of Shanghai and Shenzhen listed companies. The influence of brand strategy and industry competition environment on the relationship between brand equity and enterprise value is further examined. Brand equity has a significant role in promoting enterprise value, and under the single brand strategy, this promotion effect is more significant. With the increase of industry concentration, brand equity significantly reduces the promotion effect of enterprise value. However, whether the brand is an old brand has no significant effect on the relationship between the two. This study shows that brand equity can be fully reflected in the enterprise value in the capital market. These conclusions provide valuable reference for enterprises to implement brand management more accurately.
【作者单位】：首都经济贸易大学;北京第二外国语学院;北京第二外国语学院旅游管理学院;北京信息科技大学;
【基金】：国家社会科学基金青年项目(项目编号:17CGL026)
【分类号】：F273.2

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