An Empirical Study on the Influence of Atypical Visitors’ Interactive Learning on Exhibition Brand Equity - iBusiness

IB > Vol.12 No.2, June 2020

An Empirical Study on the Influence of Atypical Visitors’ Interactive Learning on Exhibition Brand Equity ()

HTML XML

Download as PDF (Size: 358KB) PP. 33-51

DOI: 10.4236/ib.2020.122003 776 Downloads 1,936 Views Citations

Author(s)

Wanyun Zhang, Xin Mai, Simin Huang, Peng Ju^*

Affiliation(s)

Shenzhen Tourism College of Jinan University, Shenzhen, China.

ABSTRACT

The research data show that more than 90% of the exhibition visitors are atypical visitors who have no obvious purchase intention, and there are few researches on atypical visitors. Data were collected from the atypical visitors of China Hi-Tech Fair 2019 and selected through questionnaire investigation. This study aims to discuss the influence of atypical visitors’ interactive learning on the exhibition brand equity with the methods of literature analysis and empirical study. The findings can provide some supplements for theoretical exploration and practical management.

KEYWORDS

Atypical Visitors, Interactive Learning, Brand Equity, Experience Value, Exhibition Brand

Share and Cite:

Zhang, W. , Mai, X. , Huang, S. and Ju, P. (2020) An Empirical Study on the Influence of Atypical Visitors’ Interactive Learning on Exhibition Brand Equity. iBusiness, 12, 33-51. doi: 10.4236/ib.2020.122003.

Journals Menu

Follow SCIRP

	customer@scirp.org
	+86 18163351462(WhatsApp)
	1655362766

	Paper Publishing WeChat

Journals Menu

Home

About SCIRP

Service

Policies