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dc.contributor.authorJin, Xin
dc.contributor.authorWeber, Karin
dc.date.accessioned2017-10-17T12:30:33Z
dc.date.available2017-10-17T12:30:33Z
dc.date.issued2013
dc.date.modified2014-02-28T03:10:16Z
dc.identifier.issn0261-5177
dc.identifier.doi10.1016/j.tourman.2013.02.018
dc.identifier.urihttp://hdl.handle.net/10072/55599
dc.description.abstractSuccessful 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 supplierebuyer (organizereexhibitor) 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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent304884 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom94
dc.relation.ispartofpageto104
dc.relation.ispartofjournalTourism Management
dc.relation.ispartofvolume38
dc.rights.retentionY
dc.subject.fieldofresearchCommercial services
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchcode3504
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350699
dc.subject.fieldofresearchcode3508
dc.titleDeveloping and testing a model of exhibition brand preference: The exhibitors' perspective
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Tourism, Sport and Hotel Management
gro.rights.copyright© 2013 Elsevier. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
gro.date.issued2013
gro.hasfulltextFull Text
gro.griffith.authorJin, Xin


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