Title: Fairness Perceptions, Happiness, and Behavioral Intentions in Trade Fairs: An Investigation from the Relational Model of Justice

Author (s):: Rai S.; Narwal P.

Journal: Journal of Business-to-Business Marketing

Month and Year: May 2024

Abstract: Purpose: This research aims to examine how an exhibitor manages its relationship with visitors in trade fairs to achieve desired outcomes. Drawing on the relational (group-value) model of justice, this research argues that visitors’ procedural and distributive fairness perceptions impact their happiness, relationship commitment, and behavioral intentions with exhibitors. Methodology: Data comprising 350 business visitors from eight trade fairs related to the electronics, telecommunications, automobiles, apparel, and renewable energy industries were analyzed. Findings: The findings show that while procedural fairness perceptions significantly impact visitors’ happiness, distributive fairness perceptions do not have a significant relationship. Happiness leads to a positive relationship between visitors’ commitment and behavioral outcomes. Originality/Value/Contribution: This research is one of the earliest attempts to evaluate the role of fairness perceptions and happiness in the context of trade fairs. The results also indicate that small-scale visitors show less concern for procedural fairness than large-scale visitors, but they show a higher tendency for relationship commitment and behavioral intentions than large-scale visitors. © 2024 Taylor & Francis Group, LLC.

Document Type: Article

DOI: https://doi.org/10.1080/1051712X.2024.2349090