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

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.

The Effect of Service Quality and Sustainability Practices on Brand Equity: The Case of Korean Air Passengers

“…Basically, the term sustainability practices is a collective term for sustainable initiatives associated with green management and corporate social responsibility [42]. Notably, studies have highlighted that consumers who perceive environmental issues as significant are more inclined to patronize eco-friendly products and services [42][43][44][45]. Additionally, other researchers have high-lighted the widespread influence of sustainability practices within educational institutions across different industries, with a particularly positive impact on consumer and student perceptions [31].…”

“…Research indicates that integrating sustainability practices into operations enhances cost-effectiveness and boosts brand equity [59]. However, despite these findings, there remains a notable dearth of studies investigating the relationship between sustainability practices and brand equity, although some scholars in brand asset management have acknowledged the potential of incorporating environmental considerations to enhance competitive advantage [44,60].…”