The Impact of Brand Value on the Export Resilience of Enterprises

Faced with a complex and volatile international environment, enterprises are confronted with intricate challenges in their survival and development. How enterprises can restore economic vitality after suffering severe economic shocks, i.e., how to improve their export resilience, has become a hot issue in current research. The "15th Five-Year Plan" period proposes to strengthen brand leadership, which provides a favorable market environment for the brand building of Chinese enterprises. Taking Chinese brand listed companies that have continuously engaged in export trade from 2008 to 2023 as the research sample, this paper uses a two-way fixed effects model to examine the impact of brand value on enterprises' export resilience, and tests the mediating effects of financing constraints and brand premium, as well as the moderating effect of female directors. The results show that brand value significantly and positively promotes enterprises' export resilience. This study scientifically verifies the positive role of enterprises' brand value in their export resilience, and also provides sufficient theoretical basis for the government and enterprises to vigorously promote the construction of brand value, helping Chinese enterprises improve their risk resistance capacity in the international market and realize the high-quality development of foreign trade.