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

Lei Liu, Jin Zhang, Hean Tat Keh

Research output: Contribution to journalArticleResearchpeer-review

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.
Original languageEnglish
Pages (from-to)464-475
Number of pages12
JournalJournal of Advertising Research
Volume58
Issue number4
DOIs
Publication statusPublished - Dec 2018

Cite this

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Event-marketing and advertising expenditures : the differential effects on brand value and company revenue. / Liu, Lei; Zhang, Jin; Keh, Hean Tat.

In: Journal of Advertising Research, Vol. 58, No. 4, 12.2018, p. 464-475.

Research output: Contribution to journalArticleResearchpeer-review

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AB - 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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