新创企业的广告投入和R&D投入对品牌资产的影响

Impact of advertising and R&D expenditures on brand equity of new ventures

在激烈的市场竞争中,品牌资产成为企业的重要竞争手段之一,广告以及研发这两种差异化战略都会对品牌资产产生重要影响。新创企业在成立之初往往面临着"新进入缺陷",资源的匮乏使得它们很难同时采用多种差异化战略来发展品牌资产。为了探明广告投入和R&D投入对新创企业品牌资产的不同影响效果和作用,本文基于1621家私营创业企业的大型调查问卷数据,运用二元logistic回归方法,分析了新创企业广告投入和R&D投入对其品牌资产的影响,并针对新创企业发展的不同阶段进行了分别验证。结果表明:广告和R&D投入对于新创企业的品牌资产都有着正向的影响作用,且在新创企业的初创期,R&D对于品牌资产的影响作用大于广告投入;与此同时,初创期的新创企业获得融资后,广告失去了对品牌资产的影响作用。

Brand equity has become an important competitive resource in the fierce market competition. Both advertising and R＆D have important impacts on brand equity. New ventures are always faced with the ＂liability of newness＂. Lack of resources makes them difficult to use the combination of these two differentiation strategies to develop brand equity at the same time. In or- der to examine how advertising and R＆D expenditures influence the brand equity of new ventures at different stages of new ven- tures, an empirical analysis is conducted based on the data from a large questionnaire of 1621 new ventures by using binary logis- tic regression, and verify the relationships between advertising, R＆D and brand equity. The results show that advertising and R＆D expenditures both have a positive effect on brand equity of new ventures. And during the start - up period, R＆D has a grea- ter effect on brand equity than advertising. Meanwhile, advertising loses the effect on brand equity of new ventures after obtaining the financing.