Generative AI-Driven Brand Equity Growth: Evidence from GBA Enterprises

Abstract

Based on the theoretical framework of generative AI enabling brand equity creation, this paper takes the enterprises that have continuously been listed in the 21st CHINA’s 500 MOST VALUABLE BRANDS from 2020 to 2024 in the Guangdong-Hong Kong-Macao Greater Bay Area as samples to empirically test the mechanism of the application of generative AI technology on the brand equity of enterprises. The study finds that: Firstly, there is a significant positive correlation between the application level of generative AI and brand equity. Secondly, there is a partial mediating effect of enterprises’ R&D investment between generative AI and brand equity, indicating that technology transformation needs to rely on the R&D system to achieve value precipitation. The heterogeneity analysis further reveals that the digital transformation of traditional industries has a latecomer advantage, while technology-driven enterprises show a significant scale multiplier effect. The study also finds that the maturity of digital infrastructure and the implementation intensity of local special AI policies regulate the depth of value conversion of generative AI through technical adaptability and institutional legitimacy respectively. The conclusions provide a decision-making basis for enterprises to optimize resource allocation relying on generative AI technology, and for the government to improve digital infrastructure and provide gradient policy support.