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Research on the impact of content marketing on brand equity

机译：内容营销对品牌股权影响的研究

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摘要

At present, content marketing has become an important marketing method for enterprises, which can achieve precise, efficient, low-cost marketing purposes and obtain rich profits. In particular, brand equity accumulated through content marketing is a huge asset for enterprises. Although researchers have realized the impact of content marketing on brand equity, there are few studies on how content marketing affects brand equity. From the perspective of consumers, this paper uses regression analysis method to find that there is a significant positive correlation between content marketing and customer perceived value through empirical research. At the same time, it is found that customer perceived value plays a complete mediating role between content marketing and brand equity. The research enriches the literature on content marketing, customer perceived value and brand equity, and provides beneficial enlightenment for the promotion of enterprise marketing and brand equity.
机译：目前，内容营销已成为企业的重要营销方法，可实现精确，高效，低成本的营销目的，获得丰富的利润。特别是，通过内容营销累计的品牌股权是企业的巨大资产。虽然研究人员已经意识到内容营销对品牌股权的影响，但很少有关于内容营销如何影响品牌股权的研究。从消费者的角度来看，本文采用回归分析方法发现，通过实证研究，内容营销与客户感知价值之间存在显着正相关。与此同时，我们发现客户的感知价值在内容营销和品牌股权之间发挥了完整的调解作用。该研究丰富了内容营销，客户感知价值和品牌股权的文献，为促进企业营销和品牌股权提供了有益启示。

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