Journal
JOURNAL OF ADVERTISING RESEARCH
Volume 58, Issue 4, Pages 464-475Publisher
ADVERTISING RESEARCH FOUNDATION
DOI: 10.2501/JAR-2017-043
Keywords
-
Categories
Ask authors/readers for more resources
Surprisingly little empirical research has examined the effects of event marketing at the company level. The authors compared the differential effects of event-marketing and advertising expenditures on brand value and company revenue. Using a longitudinal dataset for 74 real-estate companies in China (2006-2013), the authors found that both event-marketing and advertising expenditures had positive impacts on company revenue and brand value. As a brand aged, advertising expenditure continued to yield positive returns on brand value and company revenue, whereas event marketing had diminishing marginal returns on brand value and company revenue.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available