企业社会责任、广告投入与企业价值的关系——以农业上市公司为样本

发布时间：2018-09-12 20:05

【摘要】：以2011—2013年深市、沪市农业上市公司数据为样本,运用OLS回归与固定效应模型相结合的方法,对企业社会责任、广告投入与企业价值的关系进行研究。结果表明:农业企业广告投入对企业社会责任的履行具有积极显著的影响;广告投入在履行农业企业社会责任、提升企业价值方面具有重要作用;农业企业社会责任活动可以提升企业价值,但只有在一定条件下是可行的,较低的广告支出不会因为社会责任的履行提升企业价值;农业企业社会责任不是产品质量的信号。因此,农业企业在提升自身的经营业绩的同时,需要在可承受范围内增加企业广告投入,在披露社会责任活动时积极宣传企业责任,逐渐形成企业声誉,提升企业价值。
[Abstract]:Based on the data of agricultural listed companies in Shenzhen Stock Exchange and Shanghai Stock Exchange from 2011 to 2013, the relationship between corporate social responsibility, advertising investment and enterprise value is studied by using the method of OLS regression and fixed effect model. The results show that the advertising investment of agricultural enterprises has a positive and significant impact on the performance of corporate social responsibility, and advertising investment plays an important role in fulfilling the social responsibility of agricultural enterprises and promoting the value of enterprises. The agribusiness social responsibility activity can enhance the enterprise value, but only under certain conditions is feasible, the lower advertisement expense will not promote the enterprise value because of the social responsibility performance; the agribusiness social responsibility is not the signal of the product quality. Therefore, while improving their own business performance, agricultural enterprises need to increase the enterprise advertising investment within the scope of affordability, actively publicize corporate responsibility in the disclosure of social responsibility activities, gradually form corporate reputation and enhance enterprise value.
【作者单位】：黑龙江八一农垦大学会计学院;
【基金】：黑龙江农垦总局项目(HNKXIV-12-15-06) 黑龙江八一农垦大学研究生创新科研项目(YJSCX2014-Y39)
【分类号】：F324;F832.51

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