A Study of the Relationship between School Story Marketing and School Brand Image in Elementary Schools in Penghu County

• Main Authors: HUANG,CHIEN-YING, 黃千盈
• Other Authors: LIN,YAO-SHENG
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/64144430164539982145

碩士 === 國立臺北教育大學 === 教育經營與管理學系 === 102 === The purpose of this study is to understand the current situation of school story marketing and school brand image in elementary schools in Penghu County, to analyze the correlation between school story marketing and school brand image, and to find a predictable pattern between the two. The investigation was based on questionnaire survey. The subjects include 378 formal teachers from 25 public elementary schools in Penghu County. The valid return is 363. The survey data was analyzed by descriptive statistics, independent sample t-test, one-way ANOVA, Scheffé method, Pearson correlation analysis, and multiple stepwise regression. The conclusions of this study are as follows : 1. The current situation of school story marketing in elementary schools in Penghu County belongs to mediate level. The main content implemented is stories which life education advocacy for students, norms or teaching materials are turned into. The main method is showing the past stories in school history rooms. 2. The teachers’ perceptions of school story marketing showed no significant difference in all aspects except school size and school age. 3. The school brand images in elementary schools in Penghu County are good, especially symbolic brand images. 4. The teachers’ perceptions of school brand image showed no significant difference in all aspects except school size, school area and school age. 5. Both the teachers’ perceptions of school story marketing and school brand image showed significant difference in school aspects, but no difference in personal aspects. 6. There is a significant positive correlation between school story marketing and school brand image in elementary schools in Penghu County. This means the higher the perception of school story marketing, the better school brand image will be. 7. The survey showed a significant predictive correlation between school story marketing and school brand image in elementary schools in Penghu County, especially the way of school story marketing .