企业ESG表现影响品牌资产价值吗？

——基于媒体关注调节效应的检验

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中图分类号：F270 文献标识码：A doi：10.3969/j.issn.1672-2272.202509026

Does Corporate ESG Performance Affect Brand Equity Value？ An Empirical Test Based on the Moderating Effect of Media Attentiol

Du Xianghong1 ，Zhang Zhiyuan ² （1.School of Business，Hunan Normal University，Changsha 41ool2，China; 2. School of Communication，Xiamen University Malaysia，Sepang 439oo，Malaysia）

Abstract：Against the backdrop of the continuous advancement of the sustainable development strategy， the ESG concept is deeply aligned with the orientation of high-quality economic development.Incorporating ESG concept into strategic layout has become a key pathway for enterprises to enhance brand equity value and strengthen core competitiveness. Based on the data of "China Top 5Oo Most Valuable Brands" released by the World Brand Lab from 2O1O to 2023，this study empirically examines the impact mechanism of corporate ESG performance on brand equity value from the perspective of media attention，aiming to verify the actual value efect of ESG practices.The results show that enterprises' outstanding ESG practices effectively improve brand image and market reputation by conveying sustainable development signals to the market，thereby driving substantial growth in brand equity value. Further analysis indicates that media attention，as an important external governance mechanism，plays a significant moderating role in the positive relationship between ESG performance and brand equity value.The research conclusions provide theoretical support and practical references for promoting enterprises to practice the ESG concept and achieve high-quality development.

KeyWords：ESG;Brand Equity Value;Media Attention

0 引言

2023年7月国务院发布的《关于促进民营经济发展壮大的意见》提出，加强品牌建设，提升“中国制造"美誉度。（剩余9113字）