The Path to Adoption and Advocacy: Exploring Dimensions Of Brand Experience and Engagement at Trade Shows

Abstract

Trade shows are typically second only to personal selling in business-to-business promotional expenditures. As a result, trade show attendees are often inundated with product offerings by competing firms. In order to successfully vie for attention, firms must find ways to engage attendees and potential consumers. A key component of engaging with a brand is considering how consumers experience the brand. This research examines the dynamics which enhance brand engagement by understanding the factors which contribute to the brand experience of attendees at trade shows. Both qualitative and quantitative data collected from actual trade show attendees highlight the dimensions of brand experience and indicate that a positive brand experience is related to product adoption, which in turn is related to advocacy for the brand. Considering how to shape the brand experience of consumers in trade show settings enables a brand to successfully compete for attention with other offerings as well as helps to foster engagement levels that eventually lead to positive outcomes for the firm. Implications for considering brand experience as a key element of trade show marketing strategy are discussed.