Wenhao Jin

Wenhao Jin

05 December 2023

Corporate social responsibility, Brand equity, Wuhan.

The enhancement of brand equity is of positive significance for enterprises to cultivate core competitiveness and achieve sustainable growth. brand equityis not only conducive to improving the operational efficiency of enterprises, fully leveraging the leverage effect of resources, helping the manufacturing industry expand global market share, but also has important significance in enhancing the added value of enterprise products and promoting the transformation and development of the manufacturing industry. However, Chinese manufacturing enterprises in Wuhan are currently facing a situation of low product quality and a lack of world-renowned brands, resulting in weak brand equitygrowth and inability to form effective brand effects in the global market. The author of this article takes manufacturing enterprises in Wuhan, China as samples, and combines research methods such as measurement analysis, theoretical induction, and deduction. Firstly, based on the theory of brand value, the author deconstructs enterprise brand value, and focuses on exploring and testing the relationship embedding, structural embedding, and cognitive embedding of network embedding, as well as the formation mechanism of corporate brand equitybased on social network theory and network embedding theory. Then, based on social responsibility theory and stakeholder theory, the author of this article introduces social responsibility variables into the theoretical model to analyze and test the mediating role of social responsibility in the relationship between network embedding and brand value, and to clarify the path of network embedding's impact on corporate brand value. Furthermore, based on the external and internal perspectives of enterprise organizations, the author of this article incorporates environmental dynamics and strategic consistency into the integrated analysis framework, explores the relationship between technological dynamics, market dynamics, and strategic consistency on network embeddedness and brand value, as well as the moderating mechanism based on the mediating effect of social responsibility. The contribution of this study lies in: firstly, based on the perspective of social networks, this study explores the impact of network embedding on brand value, and then supplements relevant research on the driving mechanism and influencing factors of enterprise brand value. Secondly, based on social responsibility theory and stakeholder theory, this study explores the mediating role of social responsibility in the relationship between network embedding and brand value, and makes improvement and supplement on relevant literature on corporate social responsibility motivation and economic effects. Thirdly, based on the dual perspectives of internal and external students, this study explores the moderating role of environmental dynamics and strategic consistency in the relationship between network embedding, social responsibility, and brand value, and expands the application scope of network embedding theory and brand equitytheory. In addition, this study can also provide scientific basis and decision-making reference for enhancing the brand equityof Wuhan from multiple aspects such as brand management, social responsibility strategy design, and social network resource management.

© 2023, the Authors. Published by ISCCAC

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