Brand Effects of Kindergarten—An example of public kindergarten in Kaohsiung

• Main Authors: CHUNG SHU YI, 鐘淑宜
• Other Authors: 張鐸
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/2mh5my

碩士 === 樹德科技大學 === 資訊管理系碩士班 === 102 === In the last twenty years, the newborn rate in Taiwan has been decreased 50%, but the registered kindergartens are increased instead. It causes the oversupply of kindergarten in Taiwan and concerns with the kindergarten’s management and operation. This study started with the related literature reviews for the theoretical analysis. Through the survey, the data was collected from the parents in Kaohsiung, Taiwan and then analyzed by the following statistical methods, descriptive statistics, t-test, correlation analysis and one-way analysis of variance （ANOVA）. The results are as follows: 1.In our study, the parents and a kindergarten’s brand loyalty, brand awareness, brand association and perceived quality are in consistencies above averages. 2.There is a relationship between the parents’ educations and brand awareness. 3.There is a relationship between the parents’ educations and perceived quality. 4.There is a relationship between the parents’ annual household income and perceived quality. 5.There is a relationship between the parents’ educations and brand association. In conclusion, we propose related suggestions to managers, teachers, and future researchers of kindergarten as references for better school marketing managements.