The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

Abstract

The purpose of this study is to examine the influential relationships among exhibition brand equity, brand attitude and brand loyalty, focusing on the participants of 'HANATOUR International Travel Show' to evaluate brand equity and provide some helpful suggestions for the brand strategies of domestic exhibitions. Survey was conducted for three days from May 23, 2014 to May 25, 2014. The special range of study objects were collected with convenient sampling from the participants of HANATOUR International Travel Show in 2014. The data collected for this study were analyzed with the program AMOS 18.0. As a result, perceived quality and brand image as the components of brand equity had positive influence on brand attitude, brand attitude to brand loyalty, and brand awareness to brand loyalty. Therefore, the study concluded that 'HANATOUR International Travel Show' needs to try harder to establish brand equity and enhance their brand value to establish brand equity for a competitive and successful exhibition.