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Developing and testing a model of exhibition brand preference: The exhibitors' perspective

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  • Jin, Xin
  • Weber, Karin

Abstract

Successful exhibition branding is essential to ensure that an exhibition organizer attracts a critical number of both exhibitors and visitors to profitably operate in an ever more competitive marketplace. However, the process of developing a strong exhibition brand, and indeed, what constitutes an exhibition brand, is not well understood. This paper first presents an argument for an exhibition brand being unique and more complex than various other types of brands discussed in the literature so far. It then extends existing branding theory in the exhibition context by advancing a model of exhibition brand preference, from the perspective of exhibitors, which examines the impact on brand preference of the various components of an exhibition brand. Drawing on a survey of 600 exhibitors, study findings reveal that it is the quality of the supplier–buyer (organizer–exhibitor) relationship that primarily determines exhibition brand preference rather than the attractiveness of an exhibition destination/venue. Theoretical and managerial implications of study findings are discussed, and directions for future research provided.

Suggested Citation

  • Jin, Xin & Weber, Karin, 2013. "Developing and testing a model of exhibition brand preference: The exhibitors' perspective," Tourism Management, Elsevier, vol. 38(C), pages 94-104.
    • Handle: RePEc:eee:touman:v:38:y:2013:i:c:p:94-104
    DOI: 10.1016/j.tourman.2013.02.018
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    References listed on IDEAS

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    Cited by:

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    3. Xi Li & Runzhe Yu & Xinwei Su, 2021. "Environmental Beliefs and Pro-Environmental Behavioral Intention of an Environmentally Themed Exhibition Audience: The Mediation Role of Exhibition Attachment," SAGE Open, , vol. 11(2), pages 21582440211, June.
    4. Alberca-Oliver, Pilar & Rodríguez-Oromendía, Ainhoa & Parte-Esteban, Laura, 2015. "Measuring the efficiency of trade shows: A Spanish case study," Tourism Management, Elsevier, vol. 47(C), pages 127-137.
    5. Fangfang Chen & Michael Naylor & Yanning Li & Shanshan Dai & Peng Ju, 2021. "Festival or Sport? Chinese Motivations to a Modern Urban Hiking Event," SAGE Open, , vol. 11(1), pages 21582440209, January.
    6. Chao-Chih Hung & Min-Jiun Su & Wen-Long Zhuang, 2016. "The Effect of Exhibitors' Brand Equity on Visitors' Purchase Decision: Moderating Role of Exhibition's Competitive Intensity," Journal of Economics and Behavioral Studies, AMH International, vol. 8(3), pages 75-86.
    7. Mora Cortez, Roberto & Johnston, Wesley J. & Gopalakrishna, Srinath, 2022. "Driving participation and investment in B2B trade shows: The organizer view," Journal of Business Research, Elsevier, vol. 142(C), pages 1092-1105.
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