Academic Journal of Humanities & Social Sciences, 2024, 7(12); doi: 10.25236/AJHSS.2024.071211.
Hu Zhengguang1, Wu Yafei1,2
1School of Economics and Management, Shaanxi University of Science and Technology, Xi'an, 710021, China
2The Periodicals Publishing House of Xi'an Jiaotong University, Xi'an, 710061, China
As a crucial intangible asset, the brand serves as a pivotal starting point for enterprises in the digital economy era to seize new opportunities and drive high-quality development. This study employs literature analysis, empirical analysis, and qualitative comparative analysis methods to conduct an empirical study on 33 listed Publishing Enterprises in Shanghai and Shenzhen stock markets, Growth Enterprise Market, Science and Technology Board, and Beijing Stock Exchange. The findings indicate that a high level of digitalization can enhance the brand value of Publishing Enterprises. Different dimensions (technology, organization, and society) all play an intermediary role in the brand value of these enterprises. The organizational scale effect enhances the role of digitalization in improving brand value. Using fsQCA analysis method reveals pathways to realize the brand value of publishing media enterprises. Based on research conclusions, this paper introduces specific countermeasures and suggestions for enhancing their brand value from three perspectives: technological innovation, organizational structure optimization, and corporate social responsibility enhancement.
Publishing Enterprises; Digital technology; Brand value; Configuration path
Hu Zhengguang, Wu Yafei. Research on the Configuration Path of Digital Technology Empowering Brand Value of Publishing Enterprises. Academic Journal of Humanities & Social Sciences (2024) Vol. 7, Issue 12: 65-72. https://doi.org/10.25236/AJHSS.2024.071211.
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