TITLE:
An Empirical Study on the Influence of Atypical Visitors’ Interactive Learning on Exhibition Brand Equity
AUTHORS:
Wanyun Zhang, Xin Mai, Simin Huang, Peng Ju
KEYWORDS:
Atypical Visitors, Interactive Learning, Brand Equity, Experience Value, Exhibition Brand
JOURNAL NAME:
iBusiness,
Vol.12 No.2,
May
6,
2020
ABSTRACT: The research data show that more than 90% of the
exhibition visitors are atypical visitors who have no obvious purchase
intention, and there are few researches on atypical visitors. Data were collected from the atypical visitors of China
Hi-Tech Fair 2019 and selected through questionnaire investigation. This study
aims to discuss the influence of atypical visitors’ interactive learning on the
exhibition brand equity with the methods of literature analysis and empirical study. The findings can provide some supplements for
theoretical exploration and practical management.