The Study On Drivers Of Brand Equit Of Cultural Products

With the National Eleventh and Twelfth five-year plan promoting the cultural consumption into a strategic level, the government and various departments have introduced related policies emphasizing the coordinated development of cultural industries in order to stimulate rapid and sustainable development of cultural industries in various categories. As a popular cultural product, the process of consuming TV programs is the process of watching them, this feature determines the importance of brand for the television industry. Recently, competition in the television industry is growing more intensify. The homogenization phenomenon about TV programs is becoming more and more serious, coupled with the double whammy of foreign media and the up-to-date digital network media. In order to become different in the competition, creating TV brand and taking the way of brand development has become the only way out.Among the various theories on brand, brand equity has become a mature theoretical system involving a wide range. The theory of brand equity has been widely put into practice among ordinary products and the service industries and has achieved good results. However, the application of the theory in the cultural industries is rare. Based on this, the paper takes the most common cultural product:TV programs as the study objects to explore whether the brand equity theory can be ingeniously used to help develop TV program. Not only does it have a strong practical relevance, but there are also some academic values.Based on the review and arrangement of relevant literature on domestic and foreign brand equity and brand equity of TV programs, the paper divides the brand equity of TV program into three dimensions:TV programs brand awareness, brand image and brand loyalty. There are many drivers that can affect brand equity, but the focus of this paper is to find out which drivers can be effectively affect the brand equity of TV program. Through the design, distribution and recovery of questionnaires, the paper recovers237valid questionnaires. Using SPSS and LISERL statistical software to carry out empirical analysis, the results are as follows:(1)The main drivers of brand equity of TV programs include program experience, program perceived quality and program preferences.(2) Program experience has a significant positive impact on the brand equity of TV programs, among which, brand awareness has the most significant impact, followed by brand image, with brand loyalty of the minimize impact.(3) Program perceived quality has a significant positive impact on the brand equity of TV programs, among which, brand image has the most significant influence, followed by brand loyalty, with brand awareness of the minimize impact.(4) Program preferences only have a positive impact on the brand loyalty of TV programs’ brand equity and it has a less significant impact on brand loyalty than the other two factors. Finally, through the research of TV programs’ brand equity, this paper attempts to further promote the application range of brand equity, in order to let more cultural enterprises flexibly use the theory of brand equity and help them gain competitive advantages.