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本文通过2007-2015年世界品牌实验室公布的中国品牌500强的公司为研究对象,对技术创新、慈善捐赠与品牌价值的关系进行了考察。研究表明:慈善捐赠、技术创新均对品牌价值具有显著的提升效果,且二者在促进品牌提升方面存在替代效应;进一步研究发现,针对高技术行业而言,技术创新与慈善捐赠依然能促进品牌价值的提升,但二者的替代效应并不存在,技术创新对于品牌具有绝对的贡献价值,而慈善捐赠仅在创新能力较强的企业中发挥作用,即更多表现为锦上添花的意义。
This article examines the relationship between technological innovation, charitable donations and brand value through the research on the top 500 Chinese brands announced by World Brand Labs in 2007-2015. The results show that both charitable donations and technological innovations have significant effect on brand value, and both of them have the substitution effect in promoting brand promotion. Further research shows that technological innovation and charity donation can still promote the brand in the high-tech industry Value, but the substitution effect of the two does not exist, technological innovation has absolute contribution to the brand value, and charitable donations only play a role in the innovation ability of enterprises, that is, more performance for the icing on the cake.