网络嵌入对制造业企业品牌价值影响机理与作用边界的整合

    The Impact and Function Boundary of Embeddedness towards Brand Value: A Study based on Manufacturing Corporations' Data

    • 摘要: 制造业企业品牌价值的塑造与提升对中国制造业转型发展具有重要意义。基于社会网络理论,在分析网络嵌入对品牌价值影响路径的基础上,探讨了环境动态性在网络嵌入、社会责任与品牌价值关系中的整合边界效应。研究结果显示:网络嵌入与制造业企业品牌价值间具有积极关系,关系嵌入、认知嵌入和结构嵌入程度越高,品牌价值越高;技术动态性在网络嵌入与品牌价值关系中具有显著的整合边界作用,即随着技术动态性的提升,网络嵌入通过履行社会责任促进品牌价值的作用下降;市场动态性在认知嵌入、关系嵌入与品牌价值的作用过程中同样具有整合边界作用,但社会责任在结构嵌入与品牌价值关系中的路径作用并未受到市场动态性的影响。

       

      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.

       

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