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 shi

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands