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

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.