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 analysis supports the findings of Bettis-Outland et al. (2012) as well as shows that information quality has a positive impact on information dissemination and information, which then increases the value of this information.
Original languageEnglish
Title of host publicationGlobal Marketing Conference
PublisherGlobal Alliance of Marketing & Management Associations
Pages1429-1435
DOIs
Publication statusPublished - 2018
MoE publication typeA4 Article in a conference publication
EventGlobal Marketing Conference - Tokyo, Japan
Duration: 26 Jul 201829 Jul 2018

Publication series

NameGlobal Marketing Conference
ISSN (Electronic)1976-8699

Conference

ConferenceGlobal Marketing Conference
CountryJapan
CityTokyo
Period26/07/201829/07/2018

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  • Cite this

    Koivisto, E., Mattila, P., & Sirén, A. (2018). Refining the method to measure the intangible value of trade shows. In Global Marketing Conference (pp. 1429-1435). (Global Marketing Conference). Global Alliance of Marketing & Management Associations. https://doi.org/10.15444/GMC2018.12.02.02