Event-Marketing And Advertising Expenditures
研究对比了事件营销和广告支出对品牌价值与公司收入的影响，基于中国74家房地产公司2006-2013年的数据发现两者均有正向作用，但事件营销的边际回报随品牌年龄增长而递减。
<h3>ABSTRACT</h3> 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.