Influence Of Corporate Blog Marketing To Brand Equity

At present, Studies on influence of blog marketing on brand equity is not enoughprofound,especially quantitative researches is less,and most researchers just do somesimple statistics or average analysis, so,it’s lack of a strong quantitative data support. Basedon the above background,we study the relationship of blog marketing and brand equityby systematic and quantitative method，which not only can supplement the shortage of theexisting theoretical research, but also can provide a feasible path or method for enterprisesto make better use of blog marketing to promote the brand assets.Based on analyzing and carding blog marketing, brand equity theories and businesspractice,we introduce a intermediate variable-blog popularity first time.According tothe blog content types that the enterprise post,we classify blog marketing and stablishstructural equation model to study the influence mechanism of blog marketing on brandequity and the middle effect of blog popularity.The study suggest that blog marketing has no significant effect on brand pricing abilityand brand extending ability,but it has significant positive influence on the other fourelements of brand equity directly,such as brand value cognition, the company’s reputation,brand awareness, brand loyalty.Blog popularity has significant middle effect on theabove four elements of brand equity.Both corporate social responsibility marketingand corporate ability marketing play important roles, corporate social responsibilitymarketing plays a stronger role.Therefore, we argues that corporate blog marketing is aneffective way to improve corporate brand equity,but corporate shoudn’t choose blogmarketing as the tool to promote the brand pricing ability and brand extendingability.And corporate shoud pay more attention to the corporate social responsibilitymarketing,and corporate can increase their blogs popularity by improving the blog integral,popularity, reading and comment quantity.