...Qiuqiu Li Purpose This study aims to investigate the mechanisms by which face-to-face interaction, technology-mediated interaction and their interplay influence business-to-business (B2B) visitors’ purchase intentions at trade shows. Design/methodology/approach Based on survey data from 920...

...Minjiang Jia Purpose Conceptually distinguishing between information disclosure and quality, this study aims to investigate how exhibitors’ disclosure of positive versus negative product information at trade shows influences trade visitors’ trust in both the exhibitor and product, as well...

...Veronica Vitali; Claudia Bazzani; Annamaria Gimigliano; Marco Cristani; Diego Begalli; Gloria Menegaz The present research explores the role of visitors in the trade show context. The analysis specifically focuses on the variables that influence visitors’ participation at business-to-business...

...Anja Geigenmüller; Anja Geigenmüller; Harriette Bettis‐Outland Purpose This paper's aim is to provide a conceptual framework explaining drivers of service brand equity. It refers to the trade show industry as an example for an international, highly competitive environment, where service providers...