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Blythe, J. (2010). Trade Fairs as Communication: A New Model. Journal of Business and Industrial Marketing, 25, 57-62.
https://doi.org/10.1108/08858621011009155

has been cited by the following article:

• TITLE: An Empirical Study on the Influence of Atypical Visitors’ Interactive Learning on Exhibition Brand Equity

  AUTHORS: Wanyun Zhang, Xin Mai, Simin Huang, Peng Ju

  KEYWORDS: Atypical Visitors, Interactive Learning, Brand Equity, Experience Value, Exhibition Brand

  JOURNAL NAME: iBusiness, Vol.12 No.2, May 6, 2020

  ABSTRACT: The research data show that more than 90% of the exhibition visitors are atypical visitors who have no obvious purchase intention, and there are few researches on atypical visitors. Data were collected from the atypical visitors of China Hi-Tech Fair 2019 and selected through questionnaire investigation. This study aims to discuss the influence of atypical visitors’ interactive learning on the exhibition brand equity with the methods of literature analysis and empirical study. The findings can provide some supplements for theoretical exploration and practical management.