The Effect of Enterprise Innovation Quality on Brand Value
High-quality innovation of enterprises is of great significance to the cultivation of strong brands.Based on the perspective of innovation quality,this paper studies the influence mechanism and effect of enterprise innovation quality on brand value.The research finds that:First,innovation quality has a positive and significant impact on brand value.Second,the promotion effect of innovation quality on brand value is affected by the internal and external governance environment of the enterprise;Among non-state-owned enterprises,regions that attach importance to intellectual property protection,and growing enterprises,high-quality innovation plays a greater role in enhancing brand value.Third,further research also finds that high-quality innovation can promote the promotion of enterprise brand value through the signal transmission mechanism of media and the value perception mechanism of consumers.Specifically,high-quality innovation can obtain higher media attention,and the good reputation delivered by media attention has a positive enhancement effect on brand value;High-quality innovation can also enhance consumers'functional value perception,economic value perception and emotional value perception,and consumers'good value perception is conducive to the improvement of brand value.The conclusion of the study provides a new way for enterprises to create high-value brands.
万方数据
维普
