Online from: 1986
Subject Area: Marketing
Options: To add Favourites and Table of Contents Alerts please take a Emerald profile
|Title:||The effects of firm resources on trade show performance: how do trade show marketing processes matter?|
|Author(s):||Li Ling-yee, (Department of Marketing and International Business, Lingnan University of Hong Kong, Hong Kong)|
|Citation:||Li Ling-yee, (2008) "The effects of firm resources on trade show performance: how do trade show marketing processes matter?", Journal of Business & Industrial Marketing, Vol. 23 Iss: 1, pp.35 - 47|
|Keywords:||Customer relations, Marketing, Promotional methods, Resource allocation, Sales campaigns, Trade fairs|
|Article type:||Research paper|
|DOI:||10.1108/08858620810841470 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – Previous studies explored only the direct effect of industry, company and trade show strategy influence factors on trade show performance and left the intervening processes virtually unexplored. The purpose of this paper is to provide one of the first empirical tests of the intervening role of trade show marketing processes (pre-show promotion, at-show selling, and post-show follow-up) in the relationship between resource allocation and performance of trade shows.
Design/methodology/approach – This study used the
Findings – The results show that the effect of the resources variables on sales and non-sales achievement for trade shows were not fully, but rather were partially, mediated by trade show marketing processes.
Originality/value – By empirically exploring the notion of partial mediation of the effects of firm resources through trade show marketing processes, this study has opened up a fruitful avenue for future research on trade show marketing.
To purchase this item please login or register.
Complete and print this form to request this document from your librarian