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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/75908

    Title: 台灣客家傳統劇團品牌忠誠度之研究— 以「榮興客家採茶劇團」為例;The study of the brand loyalty of Taiwan Hakka traditional theatre –Based on “Romshing Hakka Opera Troupe”
    Authors: 李雪美;LEE, HSUEH_MEI
    Contributors: 客家語文暨社會科學學系
    Keywords: 榮興客家採茶劇團;品牌形象;品牌知名度;品牌忠誠度;Romshing Hakka Theatre;brand image;brand awareness;brand loyalty
    Date: 2018-01-26
    Issue Date: 2018-04-13 11:09:49 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 本研究目的在探討「榮興客家採茶劇團」品牌形象、品牌知名度與品牌忠誠度之研究,首先以深入觀察法觀察劇團的運作,再應用訪談法,訪談12位專家學者,用以了解「榮興客家採茶劇團」在品牌形象、品牌知名度與品牌忠誠度的觀點。另以「榮興客家採茶劇團」觀眾為研究對象,採便利抽樣,共發出900份問卷,回收有效問卷688份,以描述性統計、信度分析、獨立樣本t檢定、單因子變異數分析、Pearson積差相關分析、多元迴歸分析等進行統計分析,研究結果發現:1.不同背景變項在品牌形象、品牌知名度與品牌忠誠度具有顯著差異;2.不同觀賞特性變項在品牌形象、品牌知名度與品牌忠誠度具有顯著差異;3.「榮興客家採茶劇團」品牌形象、品牌知名度與品牌忠誠度具有顯著相關;4.「榮興客家採茶劇團」品牌形象、品牌知名度對品牌忠誠度具有正向影響。
    ;This study focuses on the brand image, brand awareness, and brand loyalty of Romshing Hakka Theatre. First, the author interviewed 12 specialists to understand their viewpoints on Romshing Hakka Theatre’s brand image, brand awareness, and brand loyalty. Second, the author took the audiences of theatre as subjects and delivered 900 questionnaires. After studying 688 valid questionnaires with statistical methods of descriptive statistics, trust level analysis, individual sample test, single factor analysis of variance, Pearson Product-Moment correlation, and multiple regression analysis, the author discovered the following: 1) Different backgrounds create obvious differences on brand image, brand awareness, and brand loyalty. 2) Different viewer characteristics create obvious differences on brand image, brand awareness, and brand loyalty. 3) The brand loyalty of Romshing Hakka Theatre is highly correlated with its brand image and brand awareness. 4) The brand loyalty of Romshing Hakka Theatre is obviously influenced by its brand image and brand awareness. According to the analysis, we are able to give more constructive advice for concerned departments and industry and for follow-up researchers.
    Both the quantitative analysis and qualitative interviews in this study suggest that “Romshing Hakka Theatre” exhibits a good brand image of “brand team,” high reputation, and possesses audiences with high loyalty. However, this does not mean that traditional theatres with a “brand” do not need the support from the government. On the contrary, with financial support from the Ministry of Culture for “brand team,” the internationalization of theatres can be promoted due to the added value of “brand.” As a result, “theatre brand” is different from “product brand”, which can be operated sustainably on the market through a good brand image, high reputation, and possession of consumers with high loyalty. According to the analysis results, this study provides suggestions to relevant units and operators, as well as suggestions to future researchers.
    Appears in Collections:[客家社會文化研究所] 博碩士論文

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