企业家个人品牌、企业品牌资产与品牌绩效 —来自中国上市公司的实证研究

作为企业的无形资产,企业家个人品牌是企业品牌建设的核心要素.从企业家个人品牌角度出发,通过企业家社会资本与媒体可见度双指标,实证考察企业家个人品牌对企业品牌资产及品牌绩效之间的联系.结果显示:(1)企业家个人品牌与企业品牌资产密切相关:企业家社会资本下的政府资本和市场资本对品牌资产产生显著的正向作用;企业家社会资本中的个人声誉对于企业品牌资产呈负面影响但影响不显著;企业家媒体可见度对企业品牌资产有显著正向作用;(2)企业品牌资产对品牌绩效有显著正向作用.研究结果丰富了品牌资产理论,同时对企业通过提升企业家个人品牌、提高企业品牌资产以改善品牌绩效具有重要的管理启示意义.

Empirical Study on Entrepreneur Personal Brand,Brand Equity and Brand Revenue: Based on Chinese Listed Companies

As the intangible assets of the enterprise, Entrepreneurs Personal Brand is one of the core elements of the brand building activities, closely linked with the brand equity. We tryed to measure the personal brand by two dimensions: entrepreneur social capital and entrepreneur media visibility, and attempted to explore the relationship with the brand equity and brand revenue. With data from a sample of 175 Chinese listed companies, the results from empirical study show that government capital and market capital have a positive effect on brand equity; personal reputation has a negative impact on brand equity, but the effect is not significant; entrepreneur media visibility has a significant positive on brand equity; and brand equity also has a significant positive on brand revenue. This study enriches the theory of brand equity, and has a practical significance for the later band management work.