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.
Aaker, D. A. (1991). Managing Brand Equity: Capitalising on the Value of a Brand Name. New York: The Free Press.
Aaker, D. A. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38, 103. https://doi.org/10.2307/41165845
Blythe, J. (2002). Using Trade Fairs in Key Account Management. Industrial Marketing Management, 31, 627-635. https://doi.org/10.1016/S0019-8501(02)00183-9
Blythe, J. (2010). Trade Fairs as Communication: A New Model. Journal of Business and Industrial Marketing, 25, 57-62. https://doi.org/10.1108/08858621011009155
Bonner, J. M. (2010). Customer Interactivity and New Product Performance: Moderating Effects of Product Newness and Product Embeddedness. Industrial Marketing Management, 39, 485-492. https://doi.org/10.1016/j.indmarman.2008.11.006
Borghini, S., Golfetto, F., & Rinallo, D. (2006). Ongoing Search among Industrial Buyers. Journal of Business Research, 59, 1151-1159. https://doi.org/10.1016/j.jbusres.2006.06.005
Dube, L., & Jordan, L. L. (2003). The Content and Structure of Laypeople’s Concept of Pleasure. Cognition and Emotion, 17, 263-295. https://doi.org/10.1080/02699930302295
Fu, G. Q. (1999). Research of Trademark Assets. Wuhan University Journal, 1, 1000-5374.
Gan, J. (2013). Research on the Formation of Exhibition Brand Equity on the Exhibitors’ Perspective. M.A. Thesis, Guangzhou: South China University of Technology.
Godar, S. H., & O’Connor, P. J. (2001). Same Time Next Year-Buyer Trade Show Motives. Industrial Marketing Management, 30, 77-86. https://doi.org/10.1016/S0019-8501(99)00100-5
Hansen, K. (1996). The Dual Motives of Participants at International Trade Shows. International Marketing Review, 2, 39-55. https://doi.org/10.1108/02651339610115764
Harris, W. E., & Moore, P. J. (2005). Sperm Competition and Male Ejaculate Investment in Nauphoetacinerea: Effects of Social Environment during Development. Journal of Evolutionary Biology, 18, 474-480. https://doi.org/10.1111/j.1420-9101.2004.00816.x
He, H. W., Cui, L. G., & Wang, J. (2014). A Study of the Influencing Factors on Exhibitor Performance from an Interaction Perspective: The Value and Contribution of Atypical Visitors. Nankai Business Review, 17, 42-151.
Hua, Q. H. (2004). Exhibition Planning and Marketing. Guangzhou: Guangdong Economic Publishing House.
Jacoby, J., & Robert, C. (1978). Brand Loyalty Measurement and Management. New York: John Wiley& Sons.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. The Journal of Marketing, 57, 1-22. https://doi.org/10.1177/002224299305700101
Kim, P. (1990). A Perspective on Brands. Journal of Consumer Marketing, 7, 63-67. https://doi.org/10.1108/EUM0000000002590
Kim, W. G., & Kim, H. B. (2004). Measuring Customer-Based Restaurant Brand Equity: Investigating the Relationship between Brand Equity and Firms’ Performance. Cornell Hotel and Restaurant Administration Quarterly, 45, 115-131. https://doi.org/10.1177/0010880404264507
Krystallis, A., & Chrysochou, C. (2014). The Effects of Service Brand Dimensions on Brand Loyalty. Journal of Retailing and Consumer Services, 21, 139-147. https://doi.org/10.1016/j.jretconser.2013.07.009
Lee, C. H., & Kim, S. Y. (2008). Differential Effects of Determinants on Multi-Dimensions of Tradeshow Performance: By Three Stages of Pre-Show, At-Show, and Post-Show Activities. Industrial Marketing Management, 37, 784-796. https://doi.org/10.1016/j.indmarman.2008.01.006
Li, L. J. (2012). Study on Co-Creating Touristic Experience Value—A Case of Beijing Xiangshan Park. PhD Dissertation, Beijing: Beijing Forestry University.
Li, L. Y. (2005). Relationship Learning at Trade Shows: Its Antecedents and Consequences. Industrial Marketing Management, 35, 166-177. https://doi.org/10.1016/j.indmarman.2005.03.006
Li, Q. G., & Yu, M. Y. (2011). The Dynamic Effects of Brand Experience Value on Brand Equity. Journal of Systems & Management, 20, 744-751.
Luo, Q. J., & Bao, J. G. (2007). Study on Visitors Objectives of Attending Exhibitions and its Categories—A Case Study of Dongguan International Machinery & Materials Exhibition. Journal of Guilin Institute of Tourism, 5, 731-735.
Ni, W. Y. (2017). A Research on the Mechanism of Value Co-Creation Based on the Exhibitor’s Perspective. M.A. Thesis, Guangzhou: South China University of Technology.
Ning, C. H. (2005). Modeling the Utility-Based Br and Equity and Application. China Industrial Economy, 10, 124-126.
Ren, J. H. (2010). Research on the Strategy of Zhengzhou’s Own Exhibition Brand Cultivation. Jiangsu Commercial Forum, No. 7, 92-94.
Rosson, P. J., & Seringhaus, F. H. R. (1995). Visitor and Exhibitor Interaction at Industrial Trade Fairs. Journal of Business Research, 32, 81-90. https://doi.org/10.1016/0148-2963(94)00012-4
Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. New York: The Free Press.
Sheth, J. N., Newman, B. I., Gross, B. L. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, 2, 159-170. https://doi.org/10.1016/0148-2963(91)90050-8
Spiegel, & Messenund, M. (1992). Deutschland, Fach and Wissen Band 9 (pp. 127-129). Hamburg: Verlag Rudolf Augstein GmgH & Co., K. G.
Su, J. (2008). The Research of Brand Construction of the Consumer Show Based on Customer Value. M.A. Thesis, Shanghai: Tongji University.
Tian, S. Q., & Wang, D. Q. (2008). A Discussion on Experiential Exhibition Brand. Marketing Journal of Chongqing University of Arts and Science (Social Sciences Edition), 2, 6.
Tu, J. B., & Chen, X. G. (2015). The Relations between User-to-User Interaction, Co-Creation User Experience and User Co-Created Value: An Example of Non-Trading Virtual Community. Wuhan University of Technology (Social Sciences Edition), No. 5, 942-948.
Wang, B. L. (2006). Exhibition Management. Beijing: Peking University Press.
Wang, C. H. (2012). A Study on Exhibitors Loyalty of Introduced Brand Exhibitions— Case Study of CGC EXPO. M.A. Thesis, Jinan: Shandong University.
Wang, D. Q., Zhou, Y., & Tian, S. Q. (2008). Research on the Methods of Building Exhibition Brand and Sustainable Development. Commercial Age, 10, 24-25.
Wang, H. C., & He, T. X. (2009). Analysis of the Factors Influencing the Satisfaction of Exhibition Exhibitors in China and Its Enlightenment. Journal of Changsha Railway University (Social Sciences Edition), 10, 30-32.
Wang, L. Z. & Liao, R. (2010). Research on the Emotional Response of Brand Equity. Shanghai Enterprise, 11, 56-57.
Wei, H. Y., Yang, G. L., & Liu, Y. C. (2010). Analysis of the Effects of Three Dimensional Interactions on Service Brand Relationship. Forecasting, 29, 12-18.
Yoo, B., & Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 52, 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3
Yoo, J., Arnold, T. J., & Frankwick, G. L. (2012). Effects of Positive Customer-to-Customer Service Interaction. Journal of Business Research, 65, 1313-1320. https://doi.org/10.1016/j.jbusres.2011.10.028
Yu, M. Y. (2009). A Course of Branding. Shanghai: Fudan University Press.
Zhang, C. J., & Xu, H. (2019). The Mechanism of Exhibitors and Professional Visitors Participating in Value Co-Creation in Exhibitions: Quantitative Analysis Based on a Structural Equation Model. Tourism Tribune, 34, 57-70.
Zhang, L., Chen, C., & Duan, Y. H. (2018). B2B Exhibition Audience Service Marketing Strategy Based on Experience Value. Jiangsu Commercial Forum, 4, 32-35.
Zhong, Y. (2007). On the Strategic Management of Exhibition Brand Based on the Evaluation Standard of Brand Exhibition. Market Modernization, 22, 217-218.