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This paper aims to develop and estimate a model to measure consumer perceptions of trade show effectiveness.

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.

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

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

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.

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

The purpose of this paper is to examine the behavior of consumers in an industrial trade show context – the ITB tourism trade show.

The current study addresses whether it is strategically astute to allow final consumers into an industrial trade show. Using a mall intercept method, questions were designed to elicit whether final consumers mimic industrial segments of current, potential or nonusers? Are they repeat or first time? How serious are they? Where in the search process are they? Are they product specific or simply engaged in information collection? How do they search? How are booth choices made?

Participants are current or potential and typically repeat. They are motivated and directed with booth choices being pre‐planned.

The limitations of convenience samples apply here. Study should be repeated. Future research should address whether consumers be allowed into other types of industrial trade shows.

This study addresses the utility of free promotional gifts and the strategic implications of allowing consumer access to an industrial event.

Only one other study was uncovered which examined consumer trade shows and it focused on vendor behavior.

The purpose of this paper is to analyze the efficiency of trade shows and provide insights for trade show exhibitors using data envelopment analysis (DEA). The paper also offers a benchmarking analysis of the business factors for the most efficient trade shows in each sector.

The paper uses the metafrontier DEA methodology and identifies several frontiers according to the sector in which the trade show operates since different sectors could not share homogeneous production technology for exhibitor firms.

The main findings reveal different profiles of individual sectors. The investment sector presents a more homogenous profile than either the consumer goods or the services sector. The consumer goods sector is more heterogeneous but it is also possible to find common characteristics for the most efficient trade shows. The service sector is characterized by a high variability and as such it is more difficult to identify benchmarking elements for the most efficient trade shows.

The main limitation of the study is that the sample only includes audited trade shows. Future studies could extend the period under study in order to obtain a more complete picture on the evolution of trade show efficiency.

This paper extends the DEA results by profiling the most efficient trade shows in each sector so that this information can be used as a benchmarking tool to define exhibitors’ strategic decision making.

Temporal consumption experiences have been conceptualised as universal, subjective or practice-based experiences. Little research, though, addresses such experiences in conjunction with the repeated and situational consumption events that bring them about. The purpose of this paper is to extend current knowledge by examining how the temporal and situational intertwine during consumption events. For this purpose, the concept of a consumption timecycle based on the research data is constructed.

The paper takes a longitudinal and researcher-led approach to study temporal consumption experiences. The data was collected through participant observations, video recordings and personal subjective introspections during three consecutive annual Nordic motorcycle consumer trade shows (2014–2016). The data was analysed using an interpretive approach.

The results demonstrate five temporalities that characterise a consumption timecycle as follows: emerging, core, intensifying, fading and idle-time temporalities. The features of these temporal experiences are presented in the conclusions section of the paper.

Recalled temporal experiences are mediated experiences and they differ from lived experiences. The transferability or generalisability of the results might be limited, as the case is situated in the Nordic context.

The paper presents the novel concept of a consumption timecycle that extends current debates about consumer time. The consumption timecycle is contrasted with established temporal concepts in consumer and marketing research.

A transformative service aims to improve wellbeing; however, current approaches have an implicit assumption that all wellbeing dimensions are equal and more dimensions led to higher wellbeing. The purpose of this paper is to present evidence for a new framework that identifies the paradox of competing wellbeing dimensions for both the individual and others in society – the transformative service paradox (TSP).

Data is drawn from a mixed-method approach using qualitative (interviews) and quantitative data (lab experiment) in an electricity service context. The first study involves 45 household interviews (n = 118) and deals with the nature of trade-offs at the individual level to establish the concept of the TSP. The second study uses a behavioral economics laboratory experiment (n = 110) to test the self vs. other nature of the trade-off in day-to-day use of electricity.

The interviews and experiment identified that temporal (now vs. future) and beneficiary-level factors explain why individuals make wellbeing trade-offs for the transformative service of electricity. The laboratory experiment showed that when the future implication of the trade-off is made salient, consumers are more willing to forego physical wellbeing for environmental wellbeing, whereas when the “now” implication is more salient consumers forego financial wellbeing for physical wellbeing.

This research introduces the term “Transformative Service Paradox” and identifies two factors that explain why consumers make wellbeing trade-offs at the individual level and at the societal level; temporal (now vs. future) and wellbeing beneficiary.

The purpose of this paper is to develop and test an integrative services framework to investigate the role of perceived trade show effectiveness on overall trade show service outcome, conceptualised as the intention to purchase a related product after, rather than during, a show.

Drawing on the services marketing and trade show literature, the authors test a model of trade show effectiveness with data collected from 592 attendees at a major automotive trade show in a large metropolitan centre.

Results show that improving trade show visitors' perceived service quality positively affects visitor perceptions of trade show effectiveness. Furthermore, both trade show effectiveness and service quality directly influence future purchase intention.

Employing a services theoretical framework to evaluate trade show visitor experiences provides an alternative to the traditional marketing communications approach. By viewing such visits as service encounters, managers must inevitably consider the effects of service quality and service outcomes in determining the likely success of their shows. The study primarily focuses on one large consumer show and therefore does not constitute a complete, nor necessarily representative, sample of the trade show industry.

The original contribution of the paper stems from the paucity of research conceptualising trade shows as services and the comparative lack of emphasis placed on visitors rather than exhibitors in the literature. The research not only has utility for trade show organisers but also provides necessary theory‐based research in the trade show domain.

The purpose of this paper is to conceptualize and develop an event experience scale in the business event (trade shows) context.

Data were gathered from domestic and foreign exhibitors and visitors of the six countries from the international trade show events organized in the emerging economy of India.

An event experience scale comprised five dimensions (affective, cognitive, unique, physical and well-being association) associated with experiences emerged. Findings propose that event participants see trade shows as a business event to fulfil their meaningful goals as well as a platform that addresses their subjective pleasure.

Existing experiential practices in the trade show industry can be enhanced by improvising the dimensions found in the study. Practitioners may use the outcomes to enhance the effectiveness of trade shows.

The event literature on trade show experiences is still in its developing stage. To the best of the authors’ knowledge, this research is one of the first attempts to conceptualize and develop a trade show event experience scale. This research conceptualizes trade shows as a tourism destination and adds a new unexplored dimension to business event literature.

This study concerns consumer responses to new product offerings in the category of high‐tech audio equipment. For the purposes of the study, consumers were categorised as high‐innovators or non‐innovators. The general objective of the research was to determine how differing groups of consumers view innovativeness, and how innovativeness is assessed, with particular reference to high‐tech product offerings. The research was carried out in two stages; a series of focus groups was run to determine the dimensions of the problem, and a questionnaire derived from this. The questionnaire was then administered to visitors at a consumer‐oriented trade show. Statistical analysis of the questionnaire revealed that there are significant differences between groups of consumers regarding the relative importance of various factors in the process of assessing innovativeness.

In an effort to better understand value-oriented general attendees, the purpose of this paper is to propose and empirically test a comprehensive model to examine the effect of three factors of service quality in exhibitions (i.e. service product, service environment and service delivery) on satisfaction through three factors of perceived value (i.e. emotional value, economic value and social value).

A confirmatory factor analysis was performed to determine key factors in exhibition service quality, perceived value and satisfaction. A structural equation modeling was conducted to analyze the causal relationships among the factors.

The empirical results indicated that service product and service environment were significantly and positively associated with all factors of perceived value, which in turn significantly influenced satisfaction. Service delivery, however, was associated only with emotional value. On the other hand, all three factors of perceived value significantly influenced general attendees’ satisfaction. The findings indicated perceived value as an important mediator between exhibition service quality and general attendees’ satisfaction.

Clearly identifying specific trajectories from service quality to satisfaction through distinct perceived values can be a stepping stone to establishing effective and efficient marketing strategies for general attendees and customizing for their needs. The distinct and clear associations between service quality and perceived value can help exhibition organizers and practitioners understand the process of determining general attendees’ overall satisfaction.

This paper seeks to explore the relationship between global brands and the emotional connections between consumers and the brand.

The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the branding, global branding, and share of heart literature.

The paper provides information and action approaches to marketers to aid them in managing the emotional ties of global brands to specific market segments. The term “global brand” is used extensively in business but its nature and scope are not understood by all. Global brands are few in number and must satisfy several criteria to be considered truly global. This study explores the requirements for global branding as well as the characteristics and advantages of global brands. Brands may be considered in two dimensions based on their acceptance by consumers. One dimension is the brand's deliverable benefits relevant to its target segment. The other is the type and depth of emotional connection between the consumer and the brand. The article reviews the state of global branding and types of emotional connections. It then postulates a series of actions to build share of heart to aid in taking brands global.

The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing but have not been tested empirically.

The paper explores a global phenomenon that has implications for the nature and scope of market segmentation, product design and promotion.

The paper describes the nature and application of emotional connections to particular brands. While most literature has concentrated on local or national brands, the paper provides a perspective that may help to understand how global brands generate emotional ties to consumers.