Event-marketing and advertising expenditures: The differential effects on brand value and company revenue

Surprisingly little empirical research has examined the effects of event marketing at the company level.

MANAGEMENT SLANT

  • Event-marketing expenditure has a positive effect on a company's revenue.
  • Advertising expenditure has a positive effect on the company's revenue.
  • Event-marketing expenditure has a positive effect on brand value.
  • As brand age grows, advertising continues to yield positive effects on revenue and brand value, whereas event marketing has diminishing marginal returns on revenue and brand value.

INTRODUCTION

As an important form of marketing communications, event marketing has become increasingly prevalent over the past few decades. It refers to a promotional strategy in which a themed activity is developed for the purpose of creating experiences for consumers and promoting...

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