Cultural Arts with Brand Value: Branding from Chinese Dragon Boat Racing

Abstract

Cultural arts become more and more valuable for our spiritual life. Dragon boat racing is a traditional Chinese festival activity that produces positive economic effects, including a significant return on investment, increased employment, and improvement of the industrial structure. The present study uses a multidimensional brand value model to explore brand value. Moreover, this research method takes the survey with questionnaires. Results show mainly three points. (i) Brand awareness, brand association, and the perceived quality have significant positive influences on brand involvement. (ii) Brand involvement has a significant positive impact on brand value. (iii) Brand involvement has a mediating effect on the relationships, which brand awareness, brand association, and perceived quality influence on brand value. Finally, the present study provides targeted marketing advice for brand building in the field of dragon boat racing, and for promoting the rapid development of the dragon boat race industry in China.