Influencing Factors on Four Chinese Grand Theaters’ Brand Image

Abstract

The objective of this paper was to investigate influencing factors in building four Chinese grand theaters’ brand image. The Grand theaters as research objectives are respectively the National Center for Performing Arts, Shanghai Grand Theater, Guangzhou Opera House, and Shenzhen Grand Theater. A survey questionnaire was used to collect data from more than 1000 audiences of each theater and 4025 complete questionnaires retrieved and a quantitative method via SPSS version 23.0 was used to analyze the correlational and regression statistical research outcomes.

Keywords: Chinese Grand Theaters, Brand Image, Influencing Factors, Arts Marketing