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Abstract
Tradeshows have been one of the crown jewels of a company’s marketing mix. Benefits of participating in tradeshows are well known to do marketing and many tips and benefits for branding the exhibiting companies at the tradeshows are expected. However, there are limited resources of branding the tradeshow itself from the organizer’s perspective. The purpose of this study is to examine the applicable brand preference model in the tradeshow industry and to identify the most effective and powerful items to measure brand preference. However, due to the tradeshow industry’s unique characteristics and the dissimilarities of service and tradeshow industries, the service brand preference model was not applicable to the tradeshow industry. The results of this study will be helpful for not only the tradeshow organizers to formulate more effective brand strategy, but it also gives a foundation for future studies regarding tradeshow branding.