声誉效应与食品安全水平的关系研究——来自中国驰名商标的经验证据

Study on the Relationship between Reputation Effects and the Level of Food Safety——Evidence from China Famous Trade Marks

本文构建了包含食品安全案例、上市公司声誉(以中国驰名商标为例)以及上市公司相关财务信息的食品行业上市公司数据库,运用事件研究法和回归分析法,对声誉效应与食品安全水平之间的关系进行了实证检验。研究结果表明,声誉效应在保障食品安全水平上发挥了重要作用。具体表现为:第一,非法经营的食品企业将遭受严厉的声誉惩罚;第二,已有声誉有助于提高食品企业的经营业绩;第三,获取声誉可作为食品企业规避风险的一种有效战略。

By establishing the listed company database which contains food safety case, the reputation of listed compa- nies （ taking China famous trade marks as an example） and related financial information of listed companies, this paper em- pirically tests the relationship between reputation effects and the level of food safety, by using event study method and re- gression analysis. The results show that reputation effects play an specific important role in ensuring the level of food safety, and performances are as follow：first, the illegal food enterprises will suffer severe reputational penalty;second, obtained reputation will contribute to improving the operating performance of food enterprises;third, earn reputation can be used as an efficient strategy for food enterprises to evade risk.