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

Can event marketing contribute to brand equity? A field study with consumers participating in different types of events (trade shows, street events, pop-up shops and sponsored events) indicates that event attendance has a positive impact on brand equity.

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...

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