A Survey of the Factors Affecting International Exhibition Center Branding (Case Study: Iran Fair)



How to achieve sustainable competitive advantage, the debate is in services, challenging, as known services are the intangible nature, heterogeneous and inseparable, so branding in this part with the goods sector faces different challenges and problems. Therefore, this article aims to examine the factors affecting the coliseum branding Tehran International Fair has been made. First review the background of a set of indicators related to each of the factors that affect international branding exhibition coliseums were collected, the needed data for article has been collected by 600 user trade fair services. In this article, research method was survey and correlation. For examine assumptions has used SEM. Findings of the study indicate that the three main factor of advertising, lecture & Congress Coliseum and welfare facilities influence on branding Exhibition Centers.