The impact of event marketing on brand equity: the mediating roles of brand experience and brand attitude

Material TypeArticleLanguageEnglish
TitleThe impact of event marketing on brand equity: the mediating roles of brand experience and brand attitude Author(S)Lia Zarantonello (Author)
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 ...Paginationp 255-280
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
Permanent Linksclick here