Markets, Leadership and Growth: Establishing an Applied Exhibition Brand Value Index for the Chinese Market

Abstract

In the rapidly growing Chinese exhibitions market, understanding exhibition brand value is crucial for local stakeholders and international firms, but currently existing brand value evaluation models are not always appropriate for this emerging market context. This study introduces the Exhibition Brand Value Index (EBVI) tailored for China, using the Analytic Hierarchy Process (AHP) to assess brand value through expert interviews. The EBVI aids strategic decision-making, resource allocation, performance assessment, and mergers and acquisitions. This research enhances brand value evaluation literature by introducing new indicators and focusing on the future value of exhibition brands in an emerging market.