The Effect of Exhibitorsâ€™ Brand Equity on Visitorsâ€™ Purchase Intention: Moderating Role of 3D Experiential Marketing | Zendy

Chao-Chih Hung | Zendy; Wen-Long Zhuang | Zendy

Open Access

The Effect of Exhibitorsâ€™ Brand Equity on Visitorsâ€™ Purchase Intention: Moderating Role of 3D Experiential Marketing

Author(s) -

Chao-Chih Hung,

Wen-Long Zhuang

Publication year - 2015

Publication title -

information management and business review

Language(s) - English

Resource type - Journals

ISSN - 2220-3796

DOI - 10.22610/imbr.v7i2.1145

Subject(s) - brand equity , advertising , experiential learning , exhibition , business , marketing , equity (law) , brand experience , psychology , political science , art , product management , mathematics education , visual arts , new product development , law

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.

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