PT  - JOURNAL ARTICLE
AU  - Lei Liu
AU  - Jin Zhang
AU  - Hean Tat Keh
TI  - Event-Marketing And Advertising Expenditures
AID  - 10.2501/JAR-2017-043
DP  - 2017 Oct 27
TA  - Journal of Advertising Research
PG  - JAR-2017-043
4099  - http://www.journalofadvertisingresearch.com/content/early/2017/10/25/JAR-2017-043.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2017/10/25/JAR-2017-043.full
AB  - Surprisingly little empirical research has examined the effects of event marketing at the company level. The authors compared the differential effects of event-marketing and advertising expenditures on brand value and company revenue. Using a longitudinal dataset for 74 real-estate companies in China (2006–2013), the authors found that both event-marketing and advertising expenditures had positive impacts on company revenue and brand value. As a brand aged, advertising expenditure continued to yield positive returns on brand value and company revenue, whereas event marketing had diminishing marginal returns on brand value and company revenue.