| Summary: | 碩士 === 國立暨南國際大學 === 教育政策與行政學系 === 95 === Abstract
The purpose of this study is to understand the perception of educators about elementary school's brand image. The brand image of school which included three dimensions of functional brand image, symbolic brand image and experiential brand image was studied from the views of “ideal” and “actual”. 1000 educators of 200 elementary schools in four counties in central Taiwan were sampled to survey and 725 samples were toke to study in this study. A self-made questionnaire, “The questionnaire of the Perception of Educators about Elementary School's Brand Image”, was used to survey. Data were analyzed by descriptive statistics, t-test with independent samples, and one-way ANOVA. And some conclusions of this study were as follows:
1. The perception of educators about elementary school's brand image were different between the three dimensions.
2. Educators’ perception of “ideal “view about elementary school's brand image were higher than the “actual” one.
3. The personal background variables that included sex, age, position in school, education degree and years in service had significant affect on the perception of educators about elementary school's brand image.
4. Some school background variables that included location of school, school scale and history had significant affect on the perception of educators about elementary school's brand image.
According to the conclusions above, some suggestions for educational administrative agencies, elementary school administrators and future researchers were also provided.
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