臺北市國小家長童軍運動品牌形象認知之研究

A study on elementary school parents’ cognition about Scout movement’s brand image in taipei city

蔡唯嶸(Tsai Wei-Jung)

指導教授 ： 溫明忠

國立臺灣師範大學/教育學院/公民教育與活動領導學系在職進修碩士班/碩士(2011年)

摘要

本研究目的在了解臺北市國小家長對童軍運動品牌形象認知之情形，其包含童軍組織品牌形象、童軍活動品牌形象、童軍品牌形象三個構面，進行探討。
調查對象為臺北市國民小家長，抽樣8所國小計480人為樣本，而有效樣本為360人。使用自編「童軍運動品牌形象認知問卷」為調查工具，所得資料以描述統計、t 考驗、單因子變異數分析等方法進行分析，獲得以下結論〆
一、臺北市國小家長對童軍運動品牌形象認知之各構面的認知情形不同。認知情形依帄均分數高低依序為〆「童軍組織形象」＞「童軍形象」＞「童軍活動」。
二、背景變項中年齡、自身童軍經歷及子女是否為童軍在某些童軍運動品牌形象的構面會造成認知程度上的差異。其餘背景變項則無影響。
三、臺北市國小家長對「童軍組織形象」的認知較為一致且正面，對「童軍活動形象」的認知較為不正面及分歧。
另對各童軍組織、童軍活動、童軍及後續研究者提出建議，俾供推動童軍運動和後續相關研究之參考。

關鍵字

童軍運動 ； 品牌形象 ； 童軍運動品牌形象

並列摘要

The purpose of this study is to understand the cognition of parent about scout movement's brand image. The brand image of scout movement which included three dimensions :scout organization brand image, scout activity brand image and scouts brand image.
The parents of elementary school at Taipei City were sampled to survey and 360 samples were toke to study in this study. A self-made questionnaire, “The questionnaire of the Cognition of Parent about Scout Movement'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 Cognition of parent about scout movement's brand image were different between the three dimensions.The order by average score is: scout organization brand image> scouts brand image> scout activity brand image.
2. The personal background variables that included age,self scout experience,child is scout or not had significant affect on the cognition of parent about scout movement's brand image.And others were not.
3. The parent of taipei city’s elementary school has more correspond and positive cognition about scout organization brand image.More divergence and negtive cognition about scout activity brand image.
According to the conclusions above, some suggestions for the scout organization,the activity of boy scout,and scouts and future researchers werealso provided.

並列關鍵字

Scout movement ； Scout brand image ； Brand image

參考文獻

鍾娟兒（1988）。論學校形象。師友月刊，256，36-37。

Aaker, D. A.(1991). Managing brand equity:Capitalizing on the value of a brand name. New York:The Free Press.

Aaker, D. A.(1996). Managing brand equity across products and markets. California Management Review,38(3),102-120.

Ambler, T.(1997). Brand development versus new product development:toward a process model of extension decisions. The Journal of Product and Brand Management, 6(1),13-26.

Chernatony, L. D., & McWilliam, G.(1989). Branding terminology the real debate. Marketing Intelligence and Planning,7(7),29-32.