The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude

International Journal of Advertising, Forthcoming

44 Pages Posted: 15 Nov 2012

See all articles by Lia Zarantonello

Lia Zarantonello

University of Bath - School of Management

Bernd H. Schmitt

Columbia Business School - International Business

Date Written: November 14, 2012

Abstract

Can event marketing contribute to brand equity? A field study with consumers participating in different types of events indicates that event attendance increases brand equity and that brand experience is the most important mediator. Brand attitudes mediate the relation between events and brand equity only for certain types of events (namely, trade and street events, but not pop-up shops and sponsored events). Implications of the results for event marketing theory and practice are discussed.

Keywords: Event Marketing, Experiential Marketing, Brand Equity, Brand Experience, Brand Attitude

Suggested Citation

Zarantonello, Lia and Schmitt, Bernd H., The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude (November 14, 2012). International Journal of Advertising, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2175793

Lia Zarantonello (Contact Author)

University of Bath - School of Management ( email )

Claverton Down
Bath, BA2 7AY
United Kingdom

Bernd H. Schmitt

Columbia Business School - International Business ( email )

New York, NY
United States
212-854-3468 (Phone)
212-854-7647 (Fax)

HOME PAGE: http://www.meetschmitt.com

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