A Study on evaluation indicators of brand awareness and brand image of university.

• Main Authors: Kang-ling Wu, 巫康菱
• Other Authors: Lain-Chyi Yeh, PhD
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/30829676270145114239

碩士 === 國立暨南國際大學 === 教育政策與行政學系 === 93 === The purpose of this study is to construct one weight system for evaluation indicators of brand awareness and brand image of university﹒Through the literature understand,we can get that theoretical bases of brand awareness and brand image of university are brand management related concept,brand awareness theories,brand image theories,educational marketing theories and public relation theories﹒The questionnaire are constructed according to literature review﹒The population are 58 domestic universities﹒Sampling 29 principals/vice-principals,deans of research and development,and professors﹒They are 36 valid questionnaires gathered from 87 samples﹒Using the results of AHP,one weight system for evaluation indicators of brand awareness and brand image of university has been constructed﹒Through literature review /servey research and stastic analysis,some conclusions are proposed as bellows︰ 1.Brand awareness of university are composed of brand recall and brand recognition﹒ 2.Brand image of university are composed of brand personality and brand estimate﹒ 3.All samples considered is indicators are important﹒ 4.There is a applicative worth in the weight system for evaluation indicators of brand awareness and brand image of university﹒ 5.All samples have some common views as belows︰ (1)Placing importance on all the domestic indicators of brand recall of university. (2)Placing importance on the degree that students and universities are trusted by the entrepreneurs﹒ (3)Regarding excellent the research institute or college department showed the characteristic of university﹒ (4)The name of university, the characteristic buildings ,the buildings style , the student culture, a convienient traffic , a convienient living conditions of students and teachers of university can improve the brand personality of university﹒ (5)Both the research and teaching are important﹒ 6.The professors teaching Nature subject regard the brand recognition are very important,the opinion are different with who teaching in humane studies﹒