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

Lei Liu, Jin Zhang and Hean Tat Keh

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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