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Does AI application promote corporate brand culture innovation? Evidence from Chinese A-share listed firms

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  • Hu, Hao

Abstract

Using a sample of Chinese A-share listed firms from 2014 to 2023, this paper examines whether AI application promotes corporate brand culture innovation and tests the moderating role of corporate social capital. It is found that AI application significantly increases the probability that a firm engages in brand culture innovation. This effect is further strengthened by corporate social capital. Mechanism tests show that brand culture innovation is promoted mainly through improved internal control quality and reduced financing constraints. Heterogeneity analyses indicate that the effect is stronger among non-state-owned firms and high-tech firms. The paper extends the literature at the intersection of technology application, relational resources, and brand innovation, and provides empirical evidence for corporate AI strategy and brand culture policy design.

Suggested Citation

  • Hu, Hao, 2026. "Does AI application promote corporate brand culture innovation? Evidence from Chinese A-share listed firms," Finance Research Letters, Elsevier, vol. 102(C).
    • Handle: RePEc:eee:finlet:v:102:y:2026:i:c:s1544612326005684
    DOI: 10.1016/j.frl.2026.110039
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