Abstract:
It is significant for manufacturing corporations to advance brand value so as to promote the process of transformation and upgrading. Based on social network theory, this paper analyzed the influence of embeddedness on brand value firstly, and then discussed the path effect of corporation social responsibility(CSR)as well as the boundary effect of environment dynamics between the relationship of embeddedness and brand value. It is found out that there is a positive relationship between embeddedness and brand value. The stronger the relational, the cognitive and the structural embeddedness are, the higher the brand value will be. CSR plays a significant mediating role in the relationship. More importantly, technology dynamics can moderate the contribution of embeddedness to brand value through adjusting the level of CSR. While market dynamics also has a similar moderation effect on brand value and relational and cognitive embeddedness.