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

Surprisingly little empirical research has examined the effects of event marketing at the company level.

MANAGEMENT SLANT

  • 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...
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