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作为企业的无形资产,企业家个人品牌是企业品牌建设的核心要素。从企业家个人品牌角度出发,通过企业家社会资本与媒体可见度双指标,实证考察企业家个人品牌对企业品牌资产及品牌绩效之间的联系。结果显示:(1)企业家个人品牌与企业品牌资产密切相关:企业家社会资本下的政府资本和市场资本对品牌资产产生显著的正向作用;企业家社会资本中的个人声誉对于企业品牌资产呈负面影响但影响不显著;企业家媒体可见度对企业品牌资产有显著正向作用;(2)企业品牌资产对品牌绩效有显著正向作用。研究结果丰富了品牌资产理论,同时对企业通过提升企业家个人品牌、提高企业品牌资产以改善品牌绩效具有重要的管理启示意义。
As an intangible asset of an enterprise, an individual brand of an entrepreneur is a core element in building an enterprise brand. From the perspective of individual brand of entrepreneur, through the double index of entrepreneurial social capital and media visibility, this paper empirically examines the connection between individual brand of entrepreneur and corporate brand equity and brand performance. The results show that: (1) The personal brand of entrepreneur is closely related to the brand equity of the enterprise: the government capital and market capital under the social capital of entrepreneur have a significant positive effect on brand equity; the personal reputation of entrepreneur social capital has a positive effect on the brand equity of the enterprise But the impact is insignificant; the media visibility of the entrepreneur has a significant positive effect on the corporate brand equity; (2) The corporate brand equity has a significant positive effect on the brand performance. The research results enrich the theory of brand equity and at the same time, it has important management enlightenment for enterprises to improve their brand performance by enhancing individual brand of entrepreneur and improving their brand equity.