| Summary: | 碩士 === 國立臺南大學 === 教育經營與管理研究所碩士班 === 97 === To cope with the coming impact of less and less students from low-birth tendency, schools need to seize the opportunity for recognition. It has become school’s only direction to differentiate their brands through brand development. However, as it shows from relevant literatures, there are various factors that affect brand identification, and it has not been confirmed whether brand positioning will influence brand identification. Moreover, there is no specific studying on whether brand image and perceived quality can complete the process of brand recognition. Hence, the researcher wish to provide a research pattern so that school management can refer for their policy making process.
The research is to investigate the influential progress of brand positioning on brand identification . It is also to confirm the mediators of brand image and perceived quality. The studied population is public elementary school teachers in Kaohsiung County and the studied samples were decided through the random sampling method. The research was conducted through questionnaire survey. Statistical program like LISREL and Structural Equation Modeling were used on the data treatment, including the scale analysis, reliability analysis, validity analysis, and the hypotheses were verified to acquire the effect. The research used the Multiple Regression to confirm the mediators of brand image and perceived quality. The studied samples of 516 teachers from 46 public elementary schools were acquired through stratified random sampling method. The data were collected through the questionnaire survey. There are 461 valid questionnaires among totally returned 516 questionnaires and the valid returned rate is 89.3%.
The main research findings are as follows: brand positioning have significantly positive effects on brand identification, which is by way of brand image and perceived quality. Then, brand positioning have significantly positive effects on brand image; brand image have significantly positive effects on perceived quality and brand identification; perceived quality have significantly positive effects on brand identification. It is to confirm the mediators of brand image and perceived quality. Finally, we put forward practical implications of the study and propose on future research.
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