學校品牌的形象、權益與偏好關聯性之研究
-以雲林縣大埤國民小學為例

本研究在探討雲林縣大埤國民小學學校品牌的形象、權益與偏好之關聯性。首先探討大埤國民小學學校品牌的形象、權益與偏好之現況；並分析不同背景變項之教職員、學生家長及社區民眾，知覺學校品牌的形象、權益與偏好之差異。接著，探討學校品牌的形象、權益與偏好之相關性。最後，分析學校品牌的形象、偏好對權益之影響。本研究以大埤國民小學99學年度之全體教職員75位、全體學生家長426位與社區民眾936位作為研究樣本。採用問卷調查法，研究結果如下： 1.教職員方面，學校品牌的形象、權益與偏好之現況良好，分別以「象徵性品牌形象」、「顧客忠誠度」與「教職員對學校認同感」最受重視。此外，教職員對學校品牌的形象、權益與偏好之知覺不會因年齡、職務、最高學歷與服務年資而不同。但是，對學校品牌權益之知覺，會因男女而有顯著差異。 2.學生家長方面，學校品牌的形象以「經驗性品牌形象」最佳；權益以「顧客忠誠度」最好；偏好以「家長對學校認同感」最重視。再者，家長對學校品牌的形象、權益與偏好之知覺不會因性別、年齡、職業、校友、最高學歷、是否為學校義工或家長委員及居住學區而不同。 3.社區民眾方面，學校品牌的形象以「經驗性品牌形象」最佳；權益以「顧客忠誠度」最好；偏好以「社區民眾對學校認同感」最重視。而且，社區民眾會因不同的年齡、職業與最高學歷對學校品牌的形象、權益與偏好之知覺而有差異。其中，13-19歲、職業為學生與學歷為國中以下之社區民眾，對學校品牌的形象、權益與偏好的知覺度分別高於其他社區民眾。但是，不因性別、是否為畢業校友與居住學區的不同，而對學校品牌的形象、權益與偏好之認知而有差異。 4.學校品牌的形象、權益與偏好間達顯著正相關。 5.學校品牌的形象、偏好對權益有正向影響。

關鍵字

品牌、學校品牌、學校品牌形象、學校品牌權益、學校品牌偏好

並列摘要

This study is discuss that the relationship among brand image, brand equity and brand preference for Yunlin county Dapi elementary school. Our sample data is obtained by surveys of the faculty of a school, parent of students as well as community of Dapi. This study uses approaches of factor analysis and canonical correlation to discuss the relationships among these variables according to the faculty of a school, parent of students as well as community of Dapi. In addition, this study wants to investigate the effect of brand image and brand preference on brand equity. The study was conducted by the convenience sampling. There were 75 copies of questionnaires of the faculty of a school, 425 copies of parent of students and 936 copies of community of Dapi .The major conclusions of this study are as follows: 1. Regarding to the faculty of a school, to advocate the symbolic of brand image is an important issue for brand image. However, for brand equity, the issue in customer loyalty is to do best. For brand preference, the issue in identified with school of the faculty of a school is good. In addition, their perception level has different effects according to different gender. 2. Regarding to parent of students and community, to advocate the experience of brand image is an important issue for brand image. However, for brand equity, the issue in customer loyalty is to do best. For brand preference, the issue in identified with school of the faculty of a school is good. Beside, for parent of students, their perception level has no different effects according to different background variables. Moreover, for community, their perception level has different effects according to different ages, occupation and highest degree. 3. There is a significant and positive correlation among brand image, brand equity and brand preference. 4. The effect of brand image and brand preference on brand equity is positive effect.