BUILDING BRAND EQUITY IN THE PERFORMING ARTS: THE STRATEGIC ROLES OF PRODUCT DESIGN, SERVICE QUALITY, PRICING, AND CUSTOMER VALUE IN FUJIAN BALLET PRODUCTS

Based on customer-based brand equity and value-based marketing, this study explores how specific marketing mix elements can promote the brand equity of regional ballet brands in China. Focusing on ballet dancers and institutions in Fujian, the research will make a quantitative survey on the audience and consumers of ballet performances, training courses and cultural and creative products. By adjusting the mature scales of perceived product value, customer-based brand equity and marketing mix evaluation, a structural equation model is constructed: product design, perceived product/service quality and price fairness are the antecedent variables, customer value is the intermediary variable, and brand equity is the final result.Previous studies have shown that marketing mix elements (especially products and communication) enhance brand equity through perceived value, while in Asian markets, perceived value will further affect brand resonance, affective commitment and customer-based brand equity. In the performing arts and tourism, quality, cost performance and experiential benefits are the core driving factors for the formation of brand equity.Extending these insights, this study expects that superior artistic–aesthetic design, reliable service delivery, and fair pricing jointly increase perceived customer value, thereby strengthening brand awareness, associations, perceived quality, and loyalty for Fujian ballet brands. The findings will contextualize customer‑based brand equity in the Chinese ballet industry and offer evidence‑based guidance for integrated arts marketing strategy.