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Top management attention to trade shows and firm performance: A relationship marketing perspective

Author

Listed:
  • Brown, Brian P.
  • Mohan, Mayoor
  • Eric Boyd, D.

Abstract

B2B marketers allocate significant resources to trade shows, but often struggle to make a strong business case for these activities. Responding to calls to justify such investments, this research examines the effect that top management attention to trade shows has on firm value. Based on attention theory, this study suggests that top management's focus on trade show relationship marketing efforts results in better trade show performance. This helps develop market-based assets that in turn augment firm value. Using an event study to extrapolate the contingent effect that top management attention to trade shows has on firm value, the basic hypothesis is supported. Additionally, this research tests three top management orientations that are key to performing trade show relationship marketing activities. The findings address the absence of top management from extant trade show research and provide marketers with new insights related to maximizing their trade show investments.

Suggested Citation

  • Brown, Brian P. & Mohan, Mayoor & Eric Boyd, D., 2017. "Top management attention to trade shows and firm performance: A relationship marketing perspective," Journal of Business Research, Elsevier, vol. 81(C), pages 40-50.
    • Handle: RePEc:eee:jbrese:v:81:y:2017:i:c:p:40-50
    DOI: 10.1016/j.jbusres.2017.07.020
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    References listed on IDEAS

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    Cited by:

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    2. Najafi-Tavani, Saeed & Zaefarian, Ghasem & Robson, Matthew J. & Naudé, Peter & Abbasi, Faramarz, 2022. "When customer involvement hinders/promotes product innovation performance: The concurrent effect of relationship quality and role ambiguity," Journal of Business Research, Elsevier, vol. 145(C), pages 130-143.
    3. Fry, John & Serbera, Jean-Philippe & Wilson, Rob, 2021. "Managing performance expectations in association football," Journal of Business Research, Elsevier, vol. 135(C), pages 445-453.
    4. Mohan, Mayoor & Ferguson, Jodie L. & Huhmann, Bruce A., 2022. "Endorser gender and age effects in B2B advertising," Journal of Business Research, Elsevier, vol. 148(C), pages 60-75.
    5. Jurgita Raudeliūnienė & Vida Davidavičienė & Manuela Tvaronavičienė & Laimonas Jonuška, 2018. "Evaluation of Advertising Campaigns on Social Media Networks," Sustainability, MDPI, vol. 10(4), pages 1-14, March.
    6. Zhenhua Hu & Shanshan Jin & Ziyue Hu & Degen Lin, 2022. "Research on Attention Allocation of Land Policy System Reform: A Comparative Analysis Based on Central No. 1 Documents of China," Sustainability, MDPI, vol. 14(23), pages 1-16, November.
    7. D. Eric Boyd & F. Javier Sese & Sebastian Tillmanns, 2023. "The design of B2B customer references: A signaling theory perspective," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 658-674, May.
    8. Mora Cortez, Roberto & Johnston, Wesley J. & Gopalakrishna, Srinath, 2022. "Driving participation and investment in B2B trade shows: The organizer view," Journal of Business Research, Elsevier, vol. 142(C), pages 1092-1105.

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