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Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Education Quarterly Reviews

ISSN 2621-5799

asia institute of research, journal of education, education journal, education quarterly reviews, education publication, education call for papers
asia institute of research, journal of education, education journal, education quarterly reviews, education publication, education call for papers
asia institute of research, journal of education, education journal, education quarterly reviews, education publication, education call for papers
asia institute of research, journal of education, education journal, education quarterly reviews, education publication, education call for papers
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Published: 15 February 2023

Influencing Factors on Four Chinese Grand Theaters’ Brand Image

Zhexin Li, Sarana Photchanachan

Shinawatra University, Thailand

asia institute of research, journal of education, education journal, education quarterly reviews, education publication, education call for papers
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doi

10.31014/aior.1993.06.01.712

Pages: 351-360

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

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.

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