| 摘要: |
| 以2011—2013年深市、沪市农业上市公司数据为样本,运用OLS回归与固定效应模型相结合的方法,对企业社会责任、广告投入与企业价值的关系进行研究。结果表明:农业企业广告投入对企业社会责任的履行具有积极显著的影响;广告投入在履行农业企业社会责任、提升企业价值方面具有重要作用;农业企业社会责任活动可以提升企业价值,但只有在一定条件下是可行的,较低的广告支出不会因为社会责任的履行提升企业价值;农业企业社会责任不是产品质量的信号。因此,农业企业在提升自身的经营业绩的同时,需要在可承受范围内增加企业广告投入,在披露社会责任活动时积极宣传企业责任,逐渐形成企业声誉,提升企业价值。 |
| 关键词: 企业社会责任 企业价值 广告投入 产品质量 |
| DOI：10.11841/j.issn.1007-4333.2015.04.37 |
| 投稿时间：2014-10-25 |
| 基金项目:黑龙江农垦总局项目(HNKXIV-12-15-06);黑龙江八一农垦大学研究生创新科研项目(YJSCX2014-Y39) |
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| Corporate social responsibility, advertising investment and enterprise value: Agricultural listed companies as samples |
|
LI Qian-jie, YIN Shi
|
| (Accounting Institute, Heilongjiang Bayi Agricultural University, Daqing 163319, China) |
| Abstract: |
| Based on the data from 2011 to 2013 of listed companies in Shanghai Stock Exchange and Shenzhen Stock Exchange, we use the method of combining OLS regression and fixed effects model to discuss the relationship among the corporate social responsibility, advertising investment, and the valuation of enterprises.The results show that advertising investment of agricultural enterprises has a positive and significant influence on corporate social responsibility;advertising plays an important role in fulfilling social responsibility and improving corporate value of agricultural enterprises;social responsibility activities can promote enterprise value, but lower advertising spending would weak this effect;agricultural corporate social responsibility is not a signal of product quality.Therefore, for the promotion of their business, agricultural enterprises should increase affordable advertising, propagandize corporate responsibility positively when announcing social responsibility activities.These will gradually shape the enterprise reputation, and improve enterprise value. |
| Key words: corporate social responsibility enterprise value advertise investment quality of the product |
