전시회 브랜드자산과 명성 간 상호관계 비교분석

A Comparative Study on the Interrelationships between Exhibition Equity and Reputation

This study aims to explore interrelationships between exhibition equity and reputation using four structural equation models. To achieve this study objective, data are collected and analyzed from KPCA Show 2016 and Jewelry Fair 2016 which are identified as “UFI approved events”, a proof of high quality exhibitions, thus providing exhibitors and visitors alike with the assurance of making a sound business investment. According to the results of this study, the best fit out of the four structural equation models that were evaluated turns out to be a structural relationship model between brand equity, consisting of perceived quality, perceived image, and perceived value, and reputation. Only the perceived consequent quality of exhibition equity has a significant impact on reputation. In addition, study results reveal that the other brand equity variables including procedural quality of exhibition, perceived image and perceived value, are not related to brand exhibition. Finally, results imply that show organizers should focus more on managing attendee participation performance which leads to exhibition reputation and attendees’ loyalty behavior.