The impact of event marketing on brand equity

TLDR

The study investigates whether event marketing can enhance brand equity. Field study shows event attendance boosts brand equity, with brand experience mediating the effect across all event types and brand attitude mediating only for trade shows and street events.

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.