The impact of event marketing on brand equity: the mediating roles of brand experience and brand attitude

Lia Zarantonello

IÉSEG School of Management (LEM-CNRS)

Bernd H. Schmitt

Columbia Business School and ACI

Introduction

In the 2000s, a drastic shift occurred in the marketing communications and media businesses. While traditional advertising still commands the largest percentage of media spending, its relative share has been shrinking and mass media ad revenues have been declining steeply (Vranica 2009). As a result, marketing managers and advertisers have begun to re-evaluate conventional, mass media-based models of persuading consumers. They are increasingly interested in alternative communication platforms and brand touchpoints for influencing consumers and enhancing brand impact.