THE IMPACT OF EVENT MARKETING STRATEGIES ON CORPORATE BRAND CREDIBILITY AND PURCHASE INTENTIONS

Abstract

This study investigates the impact of event marketing strategies on corporate brand credibility and consumer purchase intentions, with a focus on trust and social influence as mediators. While event marketing has gained traction in emerging markets, its effectiveness in Pakistan remains underexplored. This research fills that gap by evaluating how event involvement, commercialization, and reputation affect brand perception and consumer behavior. Using a quantitative research approach, this study employs a cross-sectional survey design. Data was collected from consumers with prior exposure to brand-sponsored events through a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze relationships between key constructs, including event marketing dimensions, brand credibility, trust, social influence, and purchase intention. The results confirm that event involvement and event commercialization positively influence corporate brand credibility and image. Trust and social influence significantly mediate the relationship between brand credibility and purchase intention. Consumers are more likely to engage with brands that integrate experiential marketing with influencer partnerships. The findings also suggest that while event marketing strengthens brand perception, excessive commercialization can diminish authenticity and trust. This study contributes to marketing literature by integrating multiple theoretical frameworks, including Social Influence Theory, Trust Transfer Theory, and Brand Equity Theory, within the context of event marketing. The research provides practical insights for marketers on optimizing event sponsorships, influencer collaborations, and consumer engagement strategies. Future research should explore the long-term impact of event marketing on brand loyalty and digital engagement trends.