Gottlieb, Udo R.; Brown, Mark R.; Drennan, Judy - In: European Journal of Marketing 45 (2011) 11/12, pp. 1642-1659
Purpose – The purpose of this paper is to develop and test an integrative services framework to investigate the role of perceived trade show effectiveness on overall trade show service outcome, conceptualised as the intention to purchase a related product after, rather than during, a show....