Event-Marketing And Advertising Expenditures

Abstract

ABSTRACT 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.