Browsing by Author "Hsiao, Chih-Yi"

Now showing 1 - 2 of 2

How to interact brand and management strategy to create firm value
(2018-01-01)
Hsiao, Chih-Yi
;
Hsieh, Meng-Wen
;
交大名義發表
;
National Chiao Tung University
In recent decades, the topic related intangible assets and firm value are more and more prevalent. Consequently, the evaluation of intangible assets plays a very important role in the evaluation of the firm's management performance. The measurement of brand equity is the most regarded part of intangible assets. However, in recent years, there have been news that high-end brand enterprises have reduced the market scale or to declare bankrupt. It led to consider that the establishment of firm value is not only based on brand strategies, but also should focus on the performance of management to keeping the firm value going. Taking Taiwan listed company as samples, this study explores how the firms with different value level apply to the various dimension in brand and management strategy then help to establish firm value.
The effects of corporate social responsibility on brand equity and firm performance
(2015-11-01)
Wang, David Han-Min
;
Chen, Pei-Hua
;
Yu, Tiffany Hui-Kuang
;
Hsiao, Chih-Yi
;
管理科學系
Over the last decade, educators, administrators, and policy makers increasingly focus on corporate social responsibility. However, no studies examine the relationships among corporate social responsibility, brand equity, and firm performance. This study uses quantile regression and structural equation modeling to explore the causal linkages among these factors in Taiwanese high-tech companies over the period 2010-2013. The results of quantile regression analysis show that the economic dimension of corporate social responsibility and the prestige driver of brand equity are positive and significant for all the quantiles. The brand extension driver provides a significant positive effect at the higher quantiles of firm performance. However, the findings indicate a significant negative effect on firm performance for the brand loyalty driver. The findings of structural equation modeling suggest that corporate social responsibility and brand equity positively affect firm performance. This study provides useful insights on brand equity and corporate social responsibility. (C) 2015 Elsevier Inc. All rights reserved.