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KCI등재 학술저널

참가업체의 전시회 사전ㆍ현장프로모션 활동과 부스직원 교육이 기업이미지 구축 및 관계개선성과에 미치는 영향

Effects of pre-show, at-show promotion and booth staff training on the image-building and relationship improvement performance of exhibitors

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This research studies the effects of pre-show promotion, at-show promotion, and booth staff training on the image-building and relationship improvement performance of exhibitors. To this purpose, we relate each performance dimension to tactical variables such as pre-show promotion, at-show promotion, and booth staff training through related literature review and conduct empirical study on their relationship. The results of this study are as follows: (1) Pre-show promotion and booth staff training have positive influence on image-building and relationship improvement performance. (2) But, at-show promotion has no effect on image-building performance, and has a negative effect on relationship improvement performance. (3) Especially, pre-show promotion has the greatest effect on relationship improvement performance, and booth staff training has the greatest effect on image-building improvement.

Ⅰ. 서론

Ⅱ. 관련문헌 고찰

Ⅲ. 연구모형 및 가설설정

Ⅳ. 연구방법 및 결과분석

Ⅴ. 결론 및 시사점

참고문헌

Abstract

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