The 4th International Symposium on Project Management (ISPM 2016)

230 / 2016-07-05 22:09:06

The Influence Mechanism of the Relationship Among Brand Orientation, Enterprise Innovation Ability and Performance

brand orientation,enterprise innovation ability

Abstract: Based on the survey sample data 196 companies, this paper discusses the influence of brand orientation on enterprise performance, and analyzes the mediating and moderating effect of innovation ability and social trust. The results show that: brand orientation imposes positive influences on enterprise performance and enterprise innovation ability; enterprise innovation ability has mediating effect in the relationship between brand orientation and enterprise performance. The social trust imposes positive influence between brand orientation and enterprise performance, and being fully mediated by enterprise innovation ability. It provides some real solutions to promote the enterprise.