| dc.description.abstract | 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.
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