BUILDING BRAND EQUITY IN THE PERFORMING ARTS: THE STRATEGIC ROLES OF PRODUCT DESIGN, SERVICE QUALITY, PRICING, AND CUSTOMER VALUE IN FUJIAN BALLET PRODUCTS
DOI:
https://doi.org/10.18623/rvd.v23.n3.4339Palavras-chave:
Brand Equity, Customer Value, Dance Products, Marketing Strategy, Structural Equation Modeling (SEM)Resumo
Based on customer-based brand equity and value-based marketing, this study explores how specific marketing mix elements can promote the brand equity of regional ballet brands in China. Focusing on ballet dancers and institutions in Fujian, the research will make a quantitative survey on the audience and consumers of ballet performances, training courses and cultural and creative products. By adjusting the mature scales of perceived product value, customer-based brand equity and marketing mix evaluation, a structural equation model is constructed: product design, perceived product/service quality and price fairness are the antecedent variables, customer value is the intermediary variable, and brand equity is the final result.Previous studies have shown that marketing mix elements (especially products and communication) enhance brand equity through perceived value, while in Asian markets, perceived value will further affect brand resonance, affective commitment and customer-based brand equity. In the performing arts and tourism, quality, cost performance and experiential benefits are the core driving factors for the formation of brand equity.Extending these insights, this study expects that superior artistic–aesthetic design, reliable service delivery, and fair pricing jointly increase perceived customer value, thereby strengthening brand awareness, associations, perceived quality, and loyalty for Fujian ballet brands. The findings will contextualize customer‑based brand equity in the Chinese ballet industry and offer evidence‑based guidance for integrated arts marketing strategy.
Referências
Aaker, D. (1996). MEASURING BRAND EQUITY ACROSS PRODUCTS AND MARKETS. California Management Review, 38, 102-120. doi:10.2307/41165845
Algharabat, R., Rana, N., Alalwan, A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53. doi:10.1016/j.jretconser.2019.01.016
Akbarullah, A. A., & Silitonga, P. (2024). THE IMPACT OF PRODUCT QUALITY, PRODUCT DESIGN AND PRICE PERCEPTION INCREASING PURCHASE DECISIONS MEDIATED BY BRAND IMAGE IN LOCK N LOCK INDONESIA. Business Management Analysis Journal (BMAJ). doi:10.24176/bmaj.v7i1.11898
Ardian, S., & Abadi, F. (2025). Pengaruh Kualitas yang Dirasakan, Pengalaman Merek, Kepercayaan Merek dan Kepuasan Pelanggan terhadap Loyalitas Merek. Reslaj: Religion Education Social Laa Roiba Journal. doi:10.47467/reslaj.v7i1.5073
Bae, S., Jung, T., Moorhouse, N., Suh, M., & Kwon, O. (2020). The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective. Sustainability. doi:10.3390/su12072956
Balaji, S., Guleria, N., & Ramasubramanian, C. (2025). Moderating Role of Price on Perceived Value and Purchase Intentions in Personal Care Products. International Journal of Scientific Research in Science and Technology. doi:10.32628/ijsrst2513111
Biscaia, R., Yoshida, M., & Kim, Y. (2021). Service quality and its effects on consumer outcomes: a meta-analytic review in spectator sport. European Sport Management Quarterly, 23, 897-921. doi:10.1080/16184742.2021.1938630
Colbert, F., Nantel, J., Bilodeau, S., & Poole, W. (2021). Marketing culture and the arts. Consumer Behaviour and the Arts. doi:10.4324/9780429263118-13
Cui, J., & Photchanachan, S. (2021). Consumption Decision and Influencing Factors of Guilin Tourism Performing Arts Brand—A Case of Ancient Love. Modern Economy. doi:10.4236/me.2021.121011
Dewi, R., & Handriana, T. (2021). Unlocking brand equity through brand image, service quality, and customer value. 13, 94-107. doi:10.26740/bisma.v13n2.p94-107
Duan, Z. G., Monseau, J., He, Y., & Qiu, J. G. (2024). From Cultural Import to Flourishing Sport: A Comprehensive History of DanceSport in China (1864–2023). The International Journal of the History of Sport, 41, 185-209. doi:10.1080/09523367.2024.2341829
Farah, I. A., Mansur, A., & Lovita, E. (2024). The Effect of Brand Image, Packaging, Advertising and Product Quality on Purchasing Decisions. Research of Business and Management. doi:10.58777/rbm.v2i2.245
Ferdiansyah, F., Diposumarto, N. S., & Muharram, H. (2025). Enhancing Brand Image through Product Quality, Price Perception, Innovation, and Word of Mouth. Research Horizon. doi:10.54518/rh.5.2.2025.501
González-Mansilla, O., Serra-Cantallops, A., & Berenguer-Contrí, G. (2023). Effect of value co-creation on customer satisfaction: the mediating role of brand equity. Journal of Hospitality Marketing & Management, 32, 242-263. doi:10.1080/19368623.2023.2164394
Gu, M., & Zhao, T. (2025). Research on the purchase intention of museum digital cultural and creative products based on value adoption model. Scientific Reports, 15. doi:10.1038/s41598-025-02140-6
Guru, R. R. D., & Paulssen, M. (2020). Customers’ experienced product quality: scale development and validation. European Journal of Marketing, 54, 645-670. doi:10.1108/ejm-03-2018-0156
Hair, J., Matthews, L., Matthews, R., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. 1, 107. doi:10.1504/ijmda.2017.10008574
Hair, J., Sarstedt, M., Ringle, C., & Mena, J. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40, 414-433. doi:10.1007/s11747-011-0261-6
Hamzah, M. I., & Pontes, N. (2022). What drives car buyers to accept a rejuvenated brand? the mediating effects of value and pricing in a consumer-brand relationship. Journal of Strategic Marketing, 32, 114-136. doi:10.1080/0965254x.2022.2129749
Han, Y.-S., & Kim, J.-H. (2021). Performing arts and sustainable consumption: Influences of consumer perceived value on ballet performance audience loyalty. Journal of Psychology in Africa, 31, 32-42. doi:10.1080/14330237.2020.1871240
Han, S. H., Chen, C.-H. S., & Lee, T. (2021). The interaction between individual cultural values and the cognitive and social processes of global restaurant brand equity. International Journal of Hospitality Management, 94, 102847. doi:10.1016/j.ijhm.2020.102847
Henseler, J., Ringle, C., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. doi:10.1007/s11747-014-0403-8
Kalfas, D., Kalogiannidis, S., Ambas, V., & Chatzitheodoridis, F. (2024). Contribution of the Cultural and Creative Industries to Regional Development and Revitalization: A European Perspective. Urban Science. doi:10.3390/urbansci8020039
Koh, H., Burnasheva, R., & Suh, Y. (2022). Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality. Sustainability. doi:10.3390/su14084515
Kostyleva, V., Karaseva, A. I., Burtsev, A., & Sulaimanova, D. (2022). A study of consumer preferences in professional dance shoes. Journal of Clothing Science. doi:10.15862/14tlkl422
Li, Y., Chen, W., & Wu, R. (2025). Marketing effect of virtual influencers and its mechanisms in the context of AI technology. Advances in Psychological Science. doi:10.3724/sp.j.1042.2025.1425
Li, Z., Shu, S., Shao, J., Booth, E., & Morrison, A. (2021). Innovative or Not? The Effects of Consumer Perceived Value on Purchase Intentions for the Palace Museum’s Cultural and Creative Products. Sustainability. doi:10.3390/su13042412
Liu, X., Liu, P., & Li, M. (2024). Factors influencing value co-creation in cultural and creative enterprises: An empirical study. Heliyon, 10. doi:10.1016/j.heliyon.2024.e35100
Malarvizhi, C., Mamun, A. A., Jayashreem, S., Naznen, F., & Abir, T. (2022). Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets. Heliyon, 8. doi:10.1016/j.heliyon.2022.e10145
Ng, X., Tang, J., Ding, Y., & Liu, Z. (2024). Tourism destination loyalty in “rushing to Zibo for barbecue” from the perspective of scales. Progress in Geography. doi:10.18306/dlkxjz.2024.01.005
Obilor, E., & Isaac. (2023). Convenience and Purposive Sampling Techniques: Are they the Same?
Oki, O. J., Ayoola, O., & Adetoro, S. (2025). Exploring the Role of Digital Marketing in Enhancing Visibility and Audience Engagement for Faith-Based Performing Arts. African Journal of Management and Business Research. doi:10.62154/ajmbr.2025.018.010727
Qiao, Y., Yin, X., & Xing, G. (2022). Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective. Frontiers in Psychology, 13. doi:10.3389/fpsyg.2022.931064
Quyen, N. (2021). impact of marketing on activities of Vietnam arts and cultural organizations. Linguistics and Culture Review. doi:10.21744/lingcure.v6n1.2038
Rahma, C. S., & Farida, L. (2024). The Influence of Product Quality, Price, Brand Image and Excellent Service on Consumer Satisfaction. American Journal of Economic and Management Business (AJEMB). doi:10.58631/ajemb.v3i7.92
Rai, A., & Bhattarai, M. (2023). The Influence of Pricing Attractiveness, Price Sensitivity, and Product Variety on Consumers' Purchase Intention: An Analysis of Nepal’s Footwear Market. Journal of Management. doi:10.3126/jom.v6i1.58861
Rojas-Lamorena, Á., Del Barrio-García, S., & Alcántara-Pilar, J. M. (2022). A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling. Journal of Business Research. doi:10.1016/j.jbusres.2021.10.025
Siqi, G., Shi, C., Qian, Y., & Fan, L. (2024). Rural spatial restructuring and its driving mechanism under the influence of tourism gentrification: A case study of Hanwang Village in Xuzhou City. Progress in Geography. doi:10.18306/dlkxjz.2024.05.009
Sweeney, J., & Soutar, G. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77, 203-220. doi:10.1016/s0022-4359(01)00041-0
Tan, D., & Luweiwei. (2025). Digital Dissemination and Revitalization of “Dashuhua” in the Perspective of Culture-Tourism Integration. Progress in Social Sciences. doi:10.35534/pss.0708110
Tasci, A. (2020). A critical review and reconstruction of perceptual brand equity. International Journal of Contemporary Hospitality Management. doi:10.1108/ijchm-03-2020-0186
Tassawa, C., & Khumhome, B. (2023). An Investigation into the Role of Packaging Design Elements on Perceived Value and Price Fairness. ABAC Journal. doi:10.59865/abacj.2023.32
Thomas, J. D., Restuti, S., & Musfar, T. (2024). Analysis of The Influence of Product Design, Product Quality and Competitive Prices on Purchasing Decisions Through Brand Image (Study on Pekanbaru Sleepwalking Customers). West Science Business and Management. doi:10.58812/wsbm.v2i01.541
Tran, V., & Le, N. M. T. (2020). Impact of Service Quality and Perceived Value on Customer Satisfaction and Behavioral Intentions: Evidence from Convenience Stores in Vietnam. Journal of Asian Finance, Economics and Business, 7, 517-526. doi:10.13106/jafeb.2020.vol7.no9.517
Tyagi, A. (2025). A Study of Consumers' Purchasing Patterns for Branded Shoes. INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT. doi:10.55041/ijsrem50697
Ulziibadrakh, Z., Sándor, K., & Szakály, Z. (2025). Influence of the service marketing mix on audience decision-making in Mongolian performing arts. Humanities and Social Sciences Communications, 12. doi:10.1057/s41599-025-05167-2
Xi, N., & Hamari, J. (2020). Does gamification affect brand engagement and equity? A study in online brand communities. Journal of Business Research. doi:10.1016/j.jbusres.2019.11.058
Yalın-Uçar, M., Bağatarhan, T., Yakıt, G., Ekici, M. B., Erol, A., & Kızılaslan, H. N. (2024). Development of the Reasoning Ways Scale: Validity and Reliability Study. Kalem Uluslararasi Egitim ve Insan Bilimleri Dergisi. doi:10.23863/kalem.2023.267
Yong, F., Hou, S., & Jian, G. (2025). Study on the Influence of Cultural and Tourism Integration on Tourist Satisfaction —A Case Study of Siguniang Mountain Scenic Area. Study on China Physical Science. doi:10.35534/scps.0702021
Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of Pricing and Product Information on Consumer Buying Behavior With Customer Satisfaction in a Mediating Role. Frontiers in Psychology, 12. doi:10.3389/fpsyg.2021.720151
Zhang, Y., Ye, H., Li, Y., & Wei, W. (2025). Strategies for Collaborative Enhancement of Park Service Management in Shenzhen. Landscape Architecture. doi:10.3724/j.fjyl.la20250054
Zhou, Y., Lei, S. I., & Yan, L. (2020). Linking tourists’ performing arts experience and perceived destination image. Tourism Recreation Research, 46, 71-84. doi:10.1080/02508281.2020.1785093
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Submeto (emos) o presente trabalho, texto original e inédito, de minha (nossa) autoria, à avaliação de Veredas do Direito - Revista de Direito, e concordo (amos) que os direitos autorais a ele referentes se tornem propriedade exclusiva da Revista Veredas, sendo vedada qualquer reprodução total ou parcial, em qualquer outra parte ou outro meio de divulgação impresso ou eletrônico, dissociado de Veredas do Direito, sem que a necessária e prévia autorização seja solicitada por escrito e obtida junto ao Editor-gerente. Declaro (amos) ainda que não existe conflito de interesse entre o tema abordado, o (s) autor (es) e empresas, instituições ou indivíduos.
Reconheço (Reconhecemos) ainda que Veredas está licenciada sob uma LICENÇA CREATIVE COMMONS:
Licença Creative Commons Attribution 3.0
