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Keywords: Trade show
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Journal Articles
Consumer perceptions of trade show effectiveness: Scale development and validation within a B2C context
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (1-2): 89–107.
Published: 04 February 2014
...Udo Gottlieb; Mark Brown; Liz Ferrier Purpose – This paper aims to develop and estimate a model to measure consumer perceptions of trade show effectiveness. Design/methodology/approach – Data were collected at three separate B2C trade shows. Study 1 (n=47) involved field interviews...
Journal Articles
The influence of service quality and trade show effectiveness on post‐show purchase intention
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Journal:
European Journal of Marketing
European Journal of Marketing (2011) 45 (11-12): 1642–1659.
Published: 15 November 2011
...Udo R. Gottlieb; Mark R. Brown; Judy Drennan Purpose The purpose of this paper is to develop and test an integrative services framework to investigate the role of perceived trade show effectiveness on overall trade show service outcome, conceptualised as the intention to purchase a related product...
