The Effects of Brand on the Growth of High-tech Corporations (ID: 8-083)

摘要

This study analyses the effects of brand on both financial value dimension and capability dimension of growth of high-tech corporations. The position taken here suggests that brand impacts the two prior dimension of corporation growth indirectly through its direct effects on consumers, channels, employees and stakeholders. The positive effects of brand on consumers can help corporation gain more new consumers and retain existing ones. Strong brand of providers help to building channel relationships and is also important to retain and extend channel through its attraction to terminal consumers. For almost all high-tech corporations, outstanding employees are widely acknowledged as critical to their success. Brand can add value to employees working in a famous brand company, thus successful corporation brand creates internal brand experience, attracts potential employee and increases employee commitment. Finally, brand benefits to stakeholders because of its being as an active corporate contributor to the community and ease in attracting local partners or ones overseas. The findings indicated that brand can be used as an important driver of the growth of high-tech corporations for its added value to consumers, channels, employees and stakeholders. The results suggest that leveraging brand values on consumers, channels, employees and stakeholders can help to the growth of both financial value and capability of high-tech corporations.