Research on the Impact of Event Sustainability on Brand Equity in Event Activities: A Case Study of Hainan Expo

Xiaoxi Cheng and Ao Cheng ()
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Xiaoxi Cheng: Department of Convention and Exhibition Economy and Management, School of Tourism, Hainan University, Haikou 570100, China
Ao Cheng: Department of Tourism Management, School of International Tourism, Hainan College of Economics and Business, Haikou 570100, China

Sustainability, 2023, vol. 15, issue 17, 1-20

Abstract: This study investigates sustainability practices from the event participants’ perspective. Taking the China International Consumer Products Expo as a case study, this study adopts a quantitative research method to examine the effects of the sustainability practices of events on brand equity via structural equation modeling. The results of the empirical analysis are as follows: (1) the sustainability practices of events is a multi-dimensional concept, and the four determinants of sustainability practices of events examined in this study are environmental sustainability practices, economic sustainability practices, social sustainability practices, and policy sustainability practices; (2) the four dimensions of sustainability practices have positive effects on brand image; (3) social sustainability, environmental sustainability, and policy sustainability practices have a positive impact on willingness to pay a price premium; (4) brand image and attendees’ willingness to pay a price premium are significantly related to brand loyalty. The findings will be useful not only in improving the new structure of sustainability in the event field but also in providing new ideas and new ways for event organizers to improve event brand equity.

Keywords: event sustainability; brand image; willingness to pay a price premium; brand loyalty; brand equity (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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