Research On The Formation Of Exhibition Brand Equityon The Exhibitors’ Perspective

With increasing degree of market-oriented economy, the domestic MICE industry inrecent years has achieved rapid development. Ordinary people, exhibitors, and governmentdepartments are all aware of the importance of the exhibition. The exhibition has been closelylinked with people’s lives, and gradually became an important form of entertainment, productpromotion and corporate propaganda.However, there are still some problems in the domestic exhibition industry. For example,the exhibition brand asset management has not yet kept up with the pace of development ofthe exhibition industry. As early as in the1980s, foreign scholars have realized the importanceof brand equity for enterprise development. They found that forming exhibition brand in theminds of exhibitors and visitors is the key factor of maintaining the vitality of the Exhibition.For Foreign scholars’ research of brand equity cannot be directly applied to China’sexhibition industry and most of the domestic research is limited to the common consumer andmanufacturing enterprises, this paper focused on the MICE industry exhibition brand assets.Hoping this study could offer some supplementary not only in theoretical exploration, but alsoin practice management.Based on the theory of brand equity, this paper firstly analyzed the formation of exhibitionbrand equity from the view of exhibitors and the internal relation among the influencingfactors in the formation process through combing the research conclusions. Secondly,statistical methods of exploratory factor analysis and linear regression analysis are used to testthe hypothesis. The empirical results show that in the exhibition brand awareness stage, thebrand image is the most important to brand trust, followed as perceived quality and brandawareness. Besides, brand trust has a significant positive impact on brand loyalty.