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

This study investigates sustainability practices from the event participants’ perspective. Taking China International Consumer Products Expo as a case study, this adopts quantitative research method to examine effects of events on brand equity via structural equation modeling. The results empirical analysis are follows: (1) is multi-dimensional concept, and four determinants examined in environmental practices, economic social policy practices; (2) dimensions have positive image; (3) sustainability, impact willingness pay price premium; (4) image attendees’ premium significantly related loyalty. findings will be useful not only improving new structure field but also providing ideas ways for organizers improve equity.