Planet13 - 7:31 am on Nov 29, 2011 (gmt 0)
You'll likely find that left to their [blogger's] own devices, they'll just use your company name.
We don't have many bloggers linking to us at all from IN CONTENT links, but when they do, they tend to use a kind of "tease" about the article. Our own names aren't prominent (although the business name is), so that's why in our case they probably don't use our own names.
Of course, blogrolls will use the name of the blog, but that's a whole 'nother kettle of fish.
The "hobbyist" sites overwhelmingly use our company name (again, as far as I can tell).