品牌价值对企业绩效的影响机制与实证检验OACHSSCD

Brand value is an important guarantee for enterprises to obtain economic performance,and it is also the key for enterprises to achieve high-quality development.Using the brand value data released by the world brand laboratory,this paper discusses the effect of brand value on enterprise per-formance,the internal mechanism and the heterogeneity of the internal and external governance environment.The research finds that:First,brand val-ue effectively improves the enterprise value,the enterprise competitiveness,the asset profit margin and the net profit margin of sales.Brand value is significantly positively correlated with enterprise performance.Second,the heterogeneity analysis finds that the incentive effect of brand value on corpo-rate performance is more obvious in the groups with higher industry competition,stronger corporate social responsibility and better internet penetration.Third,the mechanism test shows that brand value affects enterprise performance through brand trust and brand premium.This paper provides a new ex-planation from the cultivation of high-value brands for understanding the high-quality development of enterprises,and further expands the research framework of the economic consequences of brand value.