Female executives and corporate brand competitiveness: The mediating role of corporate social responsibility

This study delves into the impact of the proportion of female executives on corporate brand competitiveness, revealing the mediating role of corporate social responsibility (CSR). It further analyzes the moderating effects of factors such as industry competition, government subsidies, and external audit quality, as well as the influence of heterogeneity factors like corporate life cycle and industry characteristics on this relationship. Through empirical analysis of data from China's A-share listed companies, it is found that an increase in the proportion of female executives significantly enhances corporate brand competitiveness, and this effect is partially mediated by CSR. Heterogeneity analysis shows that female executives have the most significant effect on enhancing brand competitiveness during the startup phase, and in heavily polluting industries, female executives are more effective in enhancing brand competitiveness through fulfilling social responsibilities. This study provides a new perspective for understanding the relationship between female leadership, CSR, and brand competitiveness, with implications for corporate management and policy-making. • Female executives boost corporate brand competitiveness. • Corporate social responsibility mediates this relationship. • Industry competition, subsidies, and audit quality moderate the impact. • Female executives enhance brand competitiveness more in startups and polluting industries.