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PurposeThis paper's aim is to provide a conceptual framework explaining drivers of service brand equity. It refers to the trade show industry as an example for an international, highly competitive environment, where service providers face the challenge to differentiate themselves from competing brands. Based on a comprehensive literature review, the paper develops a conceptual model of service brand equity. The paper concludes with directions for further research and managerial implications.Design/methodology/approachThe paper is a conceptual work, which derives research propositions from an extended literature review.FindingsIt is proposed that a service provider's competence relates positively to a service customer's purchasing value which, in turn, leads to customer service satisfaction and service brand equity. The paper further posits that the provider's service concept, service processes, and service system are constituents of service competence, thus representing crucial determinants of service brand equity.Research limitations/implicationsThe research has limitations that are due to the exploratory nature of the work. The paper suggests opportunities for further research, particularly an empirical test of the model in various B2B service industries.Practical implicationsThe paper suggests that the value attendees derive from using trade show services is strongly related to the support they receive in establishing and nurturing customer relationships or in engaging in market and competitor analysis. Considering service brand equity, trade show organizations should therefore develop innovative concepts for trade shows that accommodate their clients' needs, including an appropriate physical environment, customer‐oriented service processes, and high‐quality interactions between service employees and customers.Originality/valueThe paper sheds light on a phenomenon that, despite its increasing acceptance among practitioners, remains unexplored by marketing research. By providing a better understanding of B2B service brand equity in a trade show context, the paper enriches research on trade fair issues.

PurposeThis paper seeks to provide a framework for understanding the role and contributions of virtual trade fairs in developing relationships. Using a relationship communication model, the paper aims to explore the determinants of value creation through virtual trade fairs, emphasising the impact of advanced information and communication technologies on contemporary marketing.Design/methodology/approachThe paper is a conceptual work which derives research propositions from an extended literature review.FindingsThe paper provides a rationale for factors that determine value creation through virtual trade fairs. The exhibitor firm's understanding of the importance of information, network orientation, capability of customer integration, and relationship attributes are proposed as influences on the effectiveness of virtual trade fairs.Research limitations/implicationsThe research has limitations that are due to the exploratory nature of the work. The paper suggests opportunities for further research, particularly approaches to developing measures of effectiveness for virtual trade fairs and for developing integration and interdependencies with other communication instruments.Practical implicationsReferring to existing arguments about the pros and cons of virtual trade fairs, the paper provides a deeper understanding of the content and effectiveness of virtual trade fairs.Originality/valueThe paper sheds light on a phenomenon that, despite its increasing acceptance among practitioners, remains unexplored by marketing research. By providing a better understanding of virtual trade fairs, the paper enriches research on trade fair issues.