禁止驰名品牌广告对企业社会责任的影响研究——基于第三次商标法修订的准自然实验

Research on the Impact of Banning Well-known Trademark Advertising on Corporate Social Responsibility:A Quasi-Natural Experiment Based on the Third Revision of Trademark Law

驰名商标认定与企业社会责任承担是激励企业加强品牌建设与提升品牌价值的关键驱动力。但是,2013年商标法修订后,禁止企业进行驰名品牌广告宣传。这会对企业社会责任活动产生什么影响?针对这一问题,文章以《商标法》第三次修订为准自然实验,基于2010-2017年制造业上市企业微观数据,运用双重差分模型考察禁止驰名品牌广告对企业社会责任行为的影响。研究发现,禁止驰名品牌广告对企业社会责任有显著的负向影响,研发投入在禁止驰名品牌广告与企业社会责任之间起到中介作用,企业所有制性质和企业规模在禁止驰名品牌广告与企业社会责任关系间起到负向调节作用。研究结论有利于促进政策制定者思考如何通过科学有效的制度设计,恢复驰名商标激励商誉和品牌的目的,实现市场效率和社会责任的均衡。这对新发展格局下,发展繁荣品牌经济加速市场循环具有重大意义。

The recognition of well-known trademark and undertaking of corporate social responsibility are the key driving forces to encourage enterprises to strengthen the construction of brand equity.However,after the Trademark Law was revised in 2013,advertising of well-known trademarks is prohibited.What impact will this have on CSR activities?Based on the third revision of the Trademark Law,this paper conducted a quasi-natural experiment,and based on the micro-data of listed manufacturer companies from 2010 to 2017,used the difference in difference model to investigate the impact of banning well-known trademark advertising on corporate social responsibility.The results show that the prohibition of well-known trademark advertising reduces corporate social responsibility,R&D investment plays a mediating role between the prohibition of well-known trademark advertising and corporate social responsibility,and the nature of corporate ownership and corporate size can negatively moderate the relationship between the prohibition of well-known trademark advertising and corporate social responsibility.The conclusion of this study is helpful for policy makers to consider how to restore the purpose of well-known trademarks to stimulate goodwill and brand through scientific and effective system design,and achieve the balance between market efficiency and social responsibility.It is of great significance to develop and prosper brand economy and accelerate market cycle under the new development pattern.