Event innovation induced corporate branding
Fiona X. Yang; Sherry Xiuchang Tan
2017-03-20
Source PublicationInternational Journal of Contemporary Hospitality Management
ABS Journal Level3
ISSN0959-6119
Volume29Issue:3Pages:862-882
Abstract

Purpose – This paper aims to empirically investigate how event innovation may induce desirable corporate branding.

Design/methodology/approach – A survey yielded 280 complete responses from tourists who had attended an event in Macau. Structural equation modeling was used to test the innovation-corporate loyalty framework through perceived event value and corporate image, with a multi-group comparison to examine differences between first-time and repeat customers.

Findings – The results indicate that innovation is not only the key to value enhancement of the event but also an efficacious instrument of branding the parent company and building corporate loyalty; only product-related innovation has a significant impact on event value; both functional and emotional values induce a more favorable corporate image; and event-induced corporate branding is more effective in securing repeat business than attracting new clientele.

Practical implications – The findings help hospitality operators and event planners to leverage innovative events for corporate branding and cater to different customer segments by providing distinct marketing strategies.

Originality/value – The study contributes to the body of knowledge regarding event management and corporate branding and sheds light on future research to explore the initiative and benefit of pushing forward event innovation.

KeywordCorporate Image Corporate Branding Spillover Effects Event Innovation
DOI10.1108/IJCHM-09-2015-0512
Indexed BySSCI ; SSCI
Language英語English
WOS Research AreaSocial Sciences - Other Topics ; Business & Economics
WOS SubjectHospitality, Leisure, Sport & Tourism ; Management
WOS IDWOS:000401017600003
PublisherEMERALD GROUP PUBLISHING LTD, HOWARD HOUSE, WAGON LANE, BINGLEY BD16 1WA, W YORKSHIRE, ENGLAND
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Citation statistics
Cited Times [WOS]:11   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
AffiliationInstitute for Tourism Studies, Macao, Macao
Recommended Citation
GB/T 7714
Fiona X. Yang,Sherry Xiuchang Tan. Event innovation induced corporate branding[J]. International Journal of Contemporary Hospitality Management,2017,29(3):862-882.
APA Fiona X. Yang,&Sherry Xiuchang Tan.(2017).Event innovation induced corporate branding.International Journal of Contemporary Hospitality Management,29(3),862-882.
MLA Fiona X. Yang,et al."Event innovation induced corporate branding".International Journal of Contemporary Hospitality Management 29.3(2017):862-882.
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