实质性创新、策略性创新与品牌价值

Substantive Innovation,Strategic Innovation and Brand Value

以2004—2020年《中国500最具价值品牌》排行榜中A股上市公司面板数据为研究样本,探讨知识产权保护视角下实质性创新和策略性创新对品牌价值的影响。研究发现:实质性创新和策略性创新均能提升品牌价值;知识产权保护在实质性创新和策略性创新对品牌价值影响路径中具有干扰型调节效应;该调节效应具有U型门槛特征,当知识产权保护水平越过门槛值后,实质性创新和策略性创新对品牌价值的影响由抑制转为促进;相较于策略性创新,实质性创新对品牌价值的影响在门槛值前后都更显著。

Taking the panel data of A-share listed companies in the list of China’s 500 Most Valuable Brands from 2004 to 2020 as research samples,the study explores the impact of substantive and strategic innovations on brand value under the perspective of intellectual property protection.The study finds that:both substantive and strategic innovations can enhance brand value;intellectual property protection has an interfering moderating effect in the path of substantive and strategic innovations on brand value;the moderating effect is characterized by a U-shape threshold,and when the level of intellectual property protection crosses the threshold,the impact of substantive and strategic innovations on brand value changes from inhibition to promotion;compared with strategic innovations,the impact of substantive innovations on brand value changes from inhibition to promotion at the threshold to a more positive effect.Compared with strategic innovation,the effect of substantive innovation on brand value is more significant both before and after the threshold.