慈善责任对品牌价值的影响--以酿酒行业上市公司为例  

The Impact of Charity Responsibility on Brand Value-Taking Listed Companies in the Brewing Industry as an Example

作　　者：于溪洋 赵艳丽 纪旗旗 王亚丽 YU Xi-yang;ZHAO Yan-li;JI Qi-qi;WANG Ya-li(Business College,Harbin University of Commerce,Harbin 150028,China;Market Development and Circulation Economic Research Center,Harbin University of Commerce,Harbin 150028,China)

机构地区：[1]哈尔滨商业大学商务学院,哈尔滨150028 [2]哈尔滨商业大学市场发展与流通经济研究中心,哈尔滨150028

出　　处：《经济研究导刊》2021年第26期15-17,共3页Economic Research Guide

基　　金：黑龙江省哲学社会科学研究规划项目“基于社会责任的黑龙江省地理标志农产品区域品牌价值共创研究”(18GLE466);黑龙江省高等教育教学改革一般研究项目(SJGY20190337):企业管理一流学科“教学科研共同体”运行模式研究;哈尔滨商业大学研究生科研创新项目(YJSCX2019-580HSD)。

摘　　要：慈善责任逐渐成为决定品牌价值的重要依据。通过对2010—2019年酿酒行业上市公司的面板数据,探究慈善责任与品牌价值的关系,结果表明,企业履行慈善责任对品牌价值产生显著正向影响;相对于公益性慈善责任,战略性慈善责任与品牌价值具有更强的正相关性。因此,酿酒企业应该强化慈善责任意识,积极披露慈善责任信息,合理选择慈善领域,更好履行慈善责任,提升品牌价值。Charity responsibility has gradually become an important basis for determining brand value.Through panel data of listed companies in the wine industry from 2010 to 2019,the relationship between charity responsibility and brand value is explored.The results show that the performance of charitable responsibilities by enterprises has a significant positive impact on brand value;and compared with public charity responsibilities,strategic philanthropy responsibilities have a stronger positive correlation with brand value.Therefore,wine-making enterprises should strengthen the awareness of charity responsibility,actively disclose information on charity responsibility,and select charity fields reasonably,so as to better fulfill their charity responsibility and enhance brand value.

关 键 词：慈善责任 品牌价值 酿酒企业 

分 类 号：F270[经济管理—企业管理]