Relationships among Principal’s Transformational Leadership, School Brand Image, and School Effectiveness: Empirical Study of Public Comprehensive and Vocational High Schools

• Main Authors: Chin-shan Tsai, 蔡錦杉
• Other Authors: Ing-chung Huang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/65386836344828069466

碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 99 === Education lays the foundation of a nation’s development. It’s also a Project Hope of 21th century. Advanced countries eagerly bring forward the blueprints of educational reforms, with a view to enhancing the effectiveness of schooling. Above all, the leadership of a principal plays a crucial role of the success of a school. This study aims to find out the influence of transformational leadership of a principal and a school’s brand image on a school’s effectiveness. And a school’s brand image as an intervening variables has a mediating effect on the transformational leadership of a principal. The study is based on a survey on the principals, directors, sectors and teachers of public and private high schools and vocational high schools located in north, center, south of Taiwan as well as Kinmen area. 716 questionnaires were issued with 634 returning. The recovery ratio is 89%. Through exploratory factor analysis, Pearson relative analysis, reliability analysis, regression analysis as well as other analyses, we reach four points in the following: I. There is a marked positive impact of a principal’s transformational leadership on school effectiveness. II. There is a positive impact of a principal’s transformational leadership on a school’s brand image. III. There is a positive impact of a school’s image on a school’s effectiveness. IV. There is a partial mediating effect of a school’s brand image on a principal’s transformational leadership and a school’s effectiveness. The study shows that the better the transformational leadership of a principal is, the higher a school’s effectiveness becomes. The brand image of a school is an intangible asset of a school.The better a school’s brand image is, the better a school’s effectiveness becomes. However, a school’s brand image only possesses a mediating effect, which highlights the important effect of transformational leadership of a principal on a school’s effectiveness. To sum up, this study is intended to offer information for the references of educational authorities, school’s principals and prospective researchers as well.