Brand associations in the tradeshow industry: An application of the service brand preference model

The tradeshow industry has become one of the most remarkable and rapid-growing markets in the hospitality industry. Tradeshows continue to be one of the most effective marketing tools and strategy mixes. There is no other medium that offers this multi-dimensional experience.; Tradeshows have been the one of crown jewels of a company's marketing mix. There are well-known benefits of participating in tradeshows to do marketing and there are many tips and benefits for branding the exhibiting companies at the tradeshows. However, there are limited resources of branding the tradeshow itself from the organizer's perspective.; The purpose of this study was to examine the applicable brand preference model in the tradeshow industry and identify the most effective and powerful items to measure brand preference.; However, due to the tradeshow industry's unique characteristics and the dissimilarities of service and tradeshow industries, the service brand preference model was not applicable to the tradeshow industry. On the other hand, the multiple regression analysis was significant using number of participation as a constant variable, which gives potential tips for future studies.; The results of this study will be helpful for not only the tradeshow organizers to formulate more effective brand strategy, but it also gives a foundation for future studies regarding tradeshow branding.