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.
Zarantonello, Lia, and Bernd Schmitt. "The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude." International Journal of Advertising 32, no. 2 (2013): 255-280.
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