TY - JOUR T1 - Event-Marketing And Advertising Expenditures JF - Journal of Advertising Research JO - J Advert Res SP - 464 LP - 475 DO - 10.2501/JAR-2017-043 VL - 58 IS - 4 AU - Lei Liu AU - Jin Zhang AU - Hean Tat Keh Y1 - 2018/12/01 UR - http://www.journalofadvertisingresearch.com/content/58/4/464.abstract N2 - 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. ER -