Version 1
: Received: 8 May 2023 / Approved: 9 May 2023 / Online: 9 May 2023 (05:13:13 CEST)
How to cite:
Liu, M.; Yang, F.; Wang, C. How to Evaluate the Brand Value of Exhibitions?
A AHP Model Construction from Shanghai China. Preprints2023, 2023050572. https://doi.org/10.20944/preprints202305.0572.v1
Liu, M.; Yang, F.; Wang, C. How to Evaluate the Brand Value of Exhibitions?
A AHP Model Construction from Shanghai China. Preprints 2023, 2023050572. https://doi.org/10.20944/preprints202305.0572.v1
Liu, M.; Yang, F.; Wang, C. How to Evaluate the Brand Value of Exhibitions?
A AHP Model Construction from Shanghai China. Preprints2023, 2023050572. https://doi.org/10.20944/preprints202305.0572.v1
APA Style
Liu, M., Yang, F., & Wang, C. (2023). How to Evaluate the Brand Value of Exhibitions?
A AHP Model Construction from Shanghai China. Preprints. https://doi.org/10.20944/preprints202305.0572.v1
Chicago/Turabian Style
Liu, M., Fangping Yang and Chunlei Wang. 2023 "How to Evaluate the Brand Value of Exhibitions?
A AHP Model Construction from Shanghai China" Preprints. https://doi.org/10.20944/preprints202305.0572.v1
Abstract
With the branding development of the international exhibition industry and the increase in the number of mergers and acquisitions of exhibitions, the assessment of the brand value of exhibitions has gradually come into the view of governments, investment and financing institutions and researchers. Compared with the brand value assessment of consumer goods and industrial sectors, the brand value assessment of exhibitions, especially B2B exhibitions, has special characteristics. A model for brand value assessment of B2B exhibitions is proposed, which can not only provide a reference for decision-making on M&A behaviour of exhibitions, but also provide a decision-making tool for government exhibition brand promotion. The aim of this paper is to explore the feasibility of constructing an AHP-based conceptual model for brand value assessment of exhibitions in Shanghai through a hybrid study. The applicability of the conceptual model for exhibition brand value assessment is empirically demonstrated by analysing six steps, including establishing pairwise comparison matrices, calculating the maximum eigenvalues and normalised eigenvectors of each comparison matrix, conducting consistency checks, group decision matrix synthesis and weight allocation of exhibition brand value assessment indicators. On this basis, the three values of the model in practice and theory are explored separately. The research results can provide better brand value assessment and development support for exhibition stakeholders and improve the sustainability of exhibition brands.
Keywords
Exhibitions; Brand Value; Evaluation; AHP Model
Subject
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
