Exploring Consumers' Willingness to Revisit Theaters through Brand Equity Theory A Case study of Sichuan Grand Theater
Keywords:
Theater revisitation, brand equity theory, consumer loyalty, brand image , experiential marketing, Sichuan Grand Theater, theater managementAbstract
This study investigates how brand equity influences consumers' intentions to revisit theaters, using Sichuan Grand Theater as a focal example. Positioning theaters as both cultural landmarks and business entities, the research 1)explores the impact of brand image and brand experience on consumer attachment and loyalty, and 2) strategies for enhancing consumer revisitation rates by leveraging brand equity in theater management. A mixed-methods approach was employed, involving both quantitative and qualitative analyses. Data were collected from 765 valid questionnaires completed by office workers, students, and retirees in Sichuan Province, achieving a 98.3% response rate. In-depth interviews with theater management professionals further enriched the analysis. Quantitative data were analyzed using SPSS to assess reliability, descriptive statistics, variance, correlations, and hypothesis testing. The findings indicate that (1) cultivating a distinctive brand image is crucial to encouraging consumer revisitation, (2) experiential marketing significantly enhances loyalty by creating memorable experiences, and (3) identifying core customer segments based on demographics is essential for fostering long-term engagement and repeat attendance.
Keywords: Theater revisitation, brand equity theory, consumer loyalty, brand image, experiential marketing, Sichuan Grand Theater, theater management
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