The effects of firm resources on trade show performance : how do trade show marketing processes matter?
Document Type
Journal article
Source Publication
Journal of Business & Industrial Marketing
Publication Date
1-1-2008
Volume
23
Issue
1
First Page
35
Last Page
47
Publisher
Emerald Publishing Limited
Keywords
Promotional methods; Trade fairs; Sales campaigns; Marketing; Resource allocation; Customer relations
Abstract
Purpose – Previous studies explored only the direct effect of industry, company and trade show strategy influence factors on trade show performance and left the intervening processes virtually unexplored. The purpose of this paper is to provide one of the first empirical tests of the intervening role of trade show marketing processes (pre‐show promotion, at‐show selling, and post‐show follow‐up) in the relationship between resource allocation and performance of trade shows. Design/methodology/approach – This study used the Directory of Chinese Export Commodities Fair Exhibitors as its sampling frame. From this directory, a systematic random sample of 1,000 firms was drawn. A final total of 444 exhibitor firms fully completed the questionnaires, resulting in a response rate of 44.4 per cent. The hypotheses were tested by regression analysis, the appropriate procedure for assessing interdependent variables, since trade show marketing processes are interdependent. Findings – The results show that the effect of the resources variables on sales and non‐sales achievement for trade shows were not fully, but rather were partially, mediated by trade show marketing processes. Originality/value – By empirically exploring the notion of partial mediation of the effects of firm resources through trade show marketing processes, this study has opened up a fruitful avenue for future research on trade show marketing.
DOI
10.1108/08858620810841470
Print ISSN
08858624
E-ISSN
20521189
Publisher Statement
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Li, L.-y. (2008). The effects of firm resources on trade show performance: How do trade show marketing processes matter? Journal of Business & Industrial Marketing, 23(1), 35-47. doi: 10.1108/08858620810841470