- Event-marketing expenditure has a positive effect on a company's revenue.
- Advertising expenditure has a positive effect on the company's revenue.
- Event-marketing expenditure has a positive effect on brand value.
- As brand age grows, advertising continues to yield positive effects on revenue and brand value, whereas event marketing has diminishing marginal returns on revenue and brand value.
As an important form of marketing communications, event marketing has become increasingly prevalent over the past few decades. It refers to a promotional strategy in which a themed activity is developed for the purpose of creating experiences for consumers and promoting a product or service (Belch and Belch, 2004). Consumers participate in such activities, including sporting events, concerts, fairs, or festivals.