Refining the method to measure the intangible value of trade shows

Elina Koivisto, Pekka Mattila, Anna Sirén

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Abstract

Despite the rise of digital media, trade shows have not lost their importance within the
marketing mix. However, to this date, their specific impact has been hard to measure. To
address this gap, this article aims to investigate the outcomes of knowledge creation, sharing,
and acquisition occurring at trade shows by utilizing Return on Trade Show Information
(RTSI) model (Bettis-Outland et al. 2010). The preliminary analysis supports the findings of Bettis-
Outland et al. (2012) as well as shows that information quality, information
dissemination and information use have all positive relationships with the Information value.
Original languageEnglish
Title of host publicationANZMAC 2017 Conference Proceedings
PublisherAustralian and New Zealand Marketing Academy Conference (ANZMAC)
Pages318-322
Publication statusPublished - 2017
MoE publication typeA4 Article in a conference publication
EventAustralian and New Zealand Marketing Academy Conference - Melbourne, Australia
Duration: 4 Dec 20176 Dec 2017

Publication series

NameANZMAC Conference Proceedings
ISSN (Electronic)1447-3275

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleANZMAC
CountryAustralia
CityMelbourne
Period04/12/201706/12/2017

Keywords

  • trade shows
  • performance measures
  • Return on Trade Show Information

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