Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
208
THE EFFECT OF CONFERENCE BRAND KNOWLEDGE ON ATTENDEE BEHAVIORS 
 
Jin-Soo Lee 
The Hong Kong Polytechnic University 
Hung Hom, Kowloon, Hong Kong 
and 
Ki-Joon Back 
University of Houston 
Houston, Texas, USA 
ABSTRACT 
This study investigated attendee behaviors from the perspective of brand knowledge. According to 
simultaneous structural equation analyses, professional education, staff service, site selection, and social networking 
were positively related to brand satisfaction, whereas brand awareness was negatively associated with it. Positive 
relationships existed on each path for brand satisfaction-updated expectation of brand value (UEBV), UEBV-brand 
trust, brand satisfaction-brand trust, and brand trust-attitudinal brand loyalty (ABL). UEBV served as a partial 
mediator on the brand satisfaction-brand trust path, and the differential effect of brand knowledge between two 
samples was disclosed. The findings suggested significant implications for practitioners and academics.