Consumer-Based Brand Equity of the Beijing International Film Festival: Constructing and Validating an Integrated Brand Perception Theory

Abstract

This study investigates the factors influencing Consumer-Based Brand Equity (CBBE) of the Beijing International Film Festival (BJIFF) through the development of an Integrated Brand Perception Theory (IBPT) and its corresponding measurement scale. The research model identifies five key variables: Brand Image (BIE), Brand Awareness (BAS), Perceived Value (PVE), Service Quality (SQY), and Corporate Social Responsibility (CSR), which together form the foundation of consumers' overall perception of the brand. These dimensions are hypothesized to influence intermediary variables such as Customer Satisfaction (CSN) and Brand Trust (BTT), which, in turn, determine CBBE. The study employs the Delphi method for expert judgment and conducts exploratory factor analysis (EFA) to assess the validity of the scale. The results indicate that the model is valid, with the nine extracted factors explaining 85.001% of the variance. Furthermore, the study highlights the role of COVID-19 (IC19) as an intermediary variable in the short term, suggesting that it may be excluded from future studies post-pandemic. This research provides both theoretical contributions by integrating various brand perception dimensions and practical insights for film festival organizers aiming to enhance brand equity. The findings are applicable not only to BJIFF but also to other international film festivals, offering a comprehensive framework for future research in the domain of cultural event branding.