Overseas Listing's Influence Mechanism On Chinese Enterprises' Brand Equity

Since 1980 s,Chinese enterprises started to appear on the global capital market.More and more Chinese enterprises were listed overseas.The number of overseas listed enterprises is making record highs,with 1121 overseas listed companies at the end of 2014.Globally,a number of Chinese enterprises are ranked ahead of others in term of their manufacturing capabilities,and even R&D abilities.However,the 2014 “Global Top Brand Equity Company” released that Huawei was the only Chinese brand in the list,ranking 94 th.The reasons why Chinese enterprises choose to be listed overseas are various.From literature research,the scholars put forward that the causes of overseas listing are financial impact,governing impact,and commercial impact.However,so far there is no systematic research on the influence mechanism between overseas listing and brand equity.Therefore,based on bonding hypothesis,this study discusses the domestic and global market linkage brought by overseas listing.By the methodology of experiment,this study proposed hypotheses in 3 aspects.First,whether overseas listing has positive impact on brand equity? Second,whether overseas listing has positive impact on consumers' purchasing? Third,if overseas listing has positive influence on consumers' purchasing,what's the role of brand equity between them? SPSS and PROCESS are applied to analyze the raw data,reach conclusions and verify the hypotheses.In the end of the paper,suggestions are put forward for overseas listing of Chinese enterprises.