Consumer perceptions of trade show effectiveness : scale development and validation within a B2C context

Gottlieb, Udo, Brown, Mark, & Ferrier, Liz (2014) Consumer perceptions of trade show effectiveness : scale development and validation within a B2C context. European Journal of Marketing, 48(1/2), pp. 89-107.

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Abstract

Purpose

This paper develops and estimates 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 with data subjected to qualitative item generation and content analysis. Study 2 data (n=147) were subjected to exploratory factor analysis and item-total correlation to identify a preliminary factor structure for the effectiveness construct and to test for reliability. In Study 3 (n=592), confirmatory factor analysis was undertaken to more rigorously test the factor structure and generalise across industries. Validity testing was also performed.

Findings

A three-dimensional factor structure for assessing consumer visitors’ perceptions of trade show effectiveness was produced incorporating research, operational, and entertainment components.

Research limitations/implications

Data were collected in Australia and results may not generalise across cultural boundaries.

Practical implications

The resulting measurement model may be used as a reliable post-hoc diagnostic tool to identify areas of trade show effectiveness where specific performance improvements are needed. Results indicate that exhibitors and organisers of B2C trade shows should consider effectiveness as a multidimensional phenomenon with entertainment, product / industry research, and the facilitation of purchase decision-making processes and problem resolution being key objectives for consumer attendees. These elements of effectiveness should each be addressed by exhibitors and organisers in planning their displays and events.

Originality/value

This is the first study to provide an empirically valid model for assessing trade show effectiveness from the consumer visitor’s perspective.

Impact and interest:

8 citations in Scopus
4 citations in Web of Science®
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ID Code: 67099
Item Type: Journal Article
Refereed: Yes
DOI: 10.1108/EJM-06-2011-0310
ISSN: 0309-0566
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 09 Feb 2014 23:36
Last Modified: 19 Jun 2014 01:54

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