Abstract
This study explores the effect of exhibitors’ brand equity on visitors’ purchase intention, as well as the moderating effect of visitors’ 3D experiential marketing on the above relationship. This study examined the visitors to a Taiwanese company’s exhibition booth at a famous India international mechanical fair. One hundred and fifty questionnaires were distributed and 103 valid surveys were returned, indicating a response rate of 68.67%. Empirical results indicated that exhibitors’ brand equity and visitors’ purchase intention are significantly and positively related; the interactive effect of visitors’ think experience and exhibitors’ brand equity is significantly related to visitors’ purchase intention.
Highlights
Exhibitions are very significant events in the US and Europe
While the above studies focus on the perspectives of exhibitors or organizers, this study examines the effect of exhibitors’ brand equity on visitors’ purchase intention and the moderating role of 3D experiences from the standpoint of visitors
This study discovered that the brand equity of international industrial fair exhibitors positively affects visitors’ purchase intention
Summary
Exhibitions are very significant events in the US and Europe. At important international industrial fairs, the main purpose of exhibitors is to attract potential customers or land orders from existing customers. Worth noting is that international industrial fairs frequently attract exhibitors that offer similar products. Brand equity is very important to a company’s competitive position and performance (Kim & Hyun, 2011; Kotler & Pfoertsch, 2007; Webster & Keller, 2004). Previous study on business-to-business (B2B) brands showed that in the B2B market, brand is an important issue in the decision-making process (Kotler & Pfoertsch, 2007; Michell, King, & Reast, 2001; Webster & Keller, 2004). It is essential to discuss the effect of exhibitors’ brand equity on visitors’ purchase intention in the international industrial fair context
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