Abstract：According to the concept of resource base,the impact of corporate social responsibility on brand value and its mechanism of action are tested.The paper analyzed the 2013—2016 panel data of listed companies in China 500 Most Valuable Brands which released by World Brand Land.This research finds that the Corporate social responsibility has a negative impact on brand value.The technological innovation has a positive impact on brand value,And the high level of technological innovation can reduce the negative effects of corporate social responsibility on brand value.In addition,in comparison with B2B enterprises,B2C enterprises' social responsibility has more influence on brand value.
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