The impact of event marketing on brand equity

Abstract

Can event marketing contribute to brand equity? A field study with consumers participating in different types of events (trade shows, street events, pop-up shops and sponsored events)indicates that event attendance has a positive impact on brand equity. Our analysis reveals that brand experience, an antecedent of brand attitude, mediates the relationship between pre-event and post-event brand equity in all types of events. Brand attitude, on the other hand, mediates this relationship only in some cases (trade shows and street events). Implications of the results for event theory and practice are discussed.

Additional information

Notes on contributors

Lia Zarantonello

Lia Zarantonello is Assistant Professor of Marketing at IÉSEG School of Management(LEM-CNRS), Catholic University of Lille, France. She holds a PhD in Marketing and Business Communications from IULM University, Italy. Her research interests include branding, consumer experiences and emotions, the effects of marketing communications, and value co-creation. She has published in international peer-reviewed journals including the Journal of Marketing, the International Journal of Research in Marketing and the International Journal of Advertising.

Bernd H. Schmitt

Bernd H. Schmitt is the Robert D. Calkins Professor of International Business at Columbia Business School in New York and Faculty Director of the Center on Global Brand Leadership. He is also a Nanyang Visiting Professor at Nanyang Technological University in Singapore where he directs ACI – the Institute on Asian Consumer Insight.