期刊
JOURNAL OF ADVERTISING RESEARCH
卷 58, 期 4, 页码 464-475出版社
ADVERTISING RESEARCH FOUNDATION
DOI: 10.2501/JAR-2017-043
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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.
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