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The Effect of Exhibitors’ Brand Equity on Visitors’ Purchase Intention: Moderating Role of 3D Experiential Marketing

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  • Chao-Chih Hung
  • Wen-Long Zhuang

Abstract

This study explores the effect of exhibitors’ brand equity on visitors’ purchase intention, as well as the moderating effect of visitors’ 3D experiential marketing on the above relationship. This study examined the visitors to a Taiwanese company’s exhibition booth at a famous India international mechanical fair. One hundred and fifty questionnaires were distributed and 103 valid surveys were returned, indicating a response rate of 68.67%. Empirical results indicated that exhibitors’ brand equity and visitors’ purchase intention are significantly and positively related; the interactive effect of visitors’ think experience and exhibitors’ brand equity is significantly related to visitors’ purchase intention.

Suggested Citation

  • Chao-Chih Hung & Wen-Long Zhuang, 2015. "The Effect of Exhibitors’ Brand Equity on Visitors’ Purchase Intention: Moderating Role of 3D Experiential Marketing," Information Management and Business Review, AMH International, vol. 7(2), pages 100-112.
    • Handle: RePEc:rnd:arimbr:v:7:y:2015:i:2:p:100-112
    DOI: 10.22610/imbr.v7i2.1145
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    References listed on IDEAS

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    1. Wang, Cheng Lu & Li, Dongjin & Barnes, Bradley R. & Ahn, Jongseok, 2012. "Country image, product image and consumer purchase intention: Evidence from an emerging economy," International Business Review, Elsevier, vol. 21(6), pages 1041-1051.
    2. Chen, Ching-Fu & Chang, Yu-Ying, 2008. "Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs," Journal of Air Transport Management, Elsevier, vol. 14(1), pages 40-42.
    3. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
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    Cited by:

    1. Chao-Chih Hung & Che-Huei Lin, 2015. "The Relationships among Buyers’ Perceived Risk, Exhibitors’ Brand Equity, Purchase Postponement and Switching Intention-From the Perspectives of Perceived Risk Theory and Expectancy Theory," Information Management and Business Review, AMH International, vol. 7(4), pages 74-89.
    2. Chao-Chih Hung & Min-Jiun Su & Wen-Long Zhuang, 2016. "3D Experiential Marketing in International Industrial Fair," Journal of Economics and Behavioral Studies, AMH International, vol. 8(1), pages 69-78.

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