Abstract

The Impact of Trade shows Promotion on the Brand Equity

Son, Young suk, Ph.D.
Associate professor, Dept of. Advertising & Public Relations, Hallym university

Ko, Jae Phil
Hallym Graduate of International Studies

Trade shows becomes a popular medium for promoting brands and services. The mostly published figures shows that more than 91,000 firms display their brands on the trade shows. Trade shows can be an integral part of a firm's overall marketing program.

Despite the apparent importance of trade shows, little systematic research on this promotion medium is evident globally and locally.

This study focused on the brand equity aspect of trade show activity of corporation. The purposes that corporate join the trade shows are summarized as two distinctive goals. The first is at show salience factor and the second is personal selling factor. Adopting the Conwell(2001)'s brand equity structure, brand equity can be dichotomize general brand equity element and distinctive brand equity element.

The results shows that the at show salience factor and personal selling factors are both influence on the general brand element and distinctive brand element except the at show salience factor to the distinctive brand element.

Key Word : trade shows, brand equity, promotion, integrated marketing communication.