Research on the impact of content marketing on brand equity

DOI

10.2991/iafsm-18.2019.35How to use a DOI?

Keywords

Content marketing; Customer perceived value; Brand equity

Abstract

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.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xiaomeng Zhu
PY  - 2019/03
DA  - 2019/03
TI  - Research on the impact of content marketing on brand equity
BT  - Proceedings of the International Academic Conference on Frontiers in Social Sciences and Management Innovation (IAFSM 2018)
PB  - Atlantis Press
SP  - 230
EP  - 235
SN  - 2352-5428
UR  - https://doi.org/10.2991/iafsm-18.2019.35
DO  - 10.2991/iafsm-18.2019.35
ID  - Zhu2019/03
ER  -