Consumer perceptions of trade show effectiveness

Purpose – This paper aims to develop and estimate a model to measure consumer perceptions of trade show effectiveness. Design/methodology/approach – Data were collected at three separate B2C trade shows. Study 1 ( n =47) involved field interviews with data subjected to qualitative item generation and content analysis. Study 2 data ( n =147) were subjected to exploratory factor analysis and item-total correlation to identify a preliminary factor...