| Summary: | 碩士 === 國立暨南國際大學 === 教育政策與行政學系 === 95 === The purpose of this study was to investigate the correlation of principal brand image and teacher job satisfaction in elementary schools. According to literature review, some basic concepts and theoretical bases of the teacher job satisfaction and principal brand were proposed and a scale to assessment the teacher job satisfaction and principal brand in elementary school were also developed. And 972 school educators were randomly selected from 324 elementary schools in 23 counties in Taiwan that 405 person were as valid samples to study. The data were analyzed by descriptive statistics, t-test, one way ANOVA, and Pearson product-moment correlation.
Some conclusions were stated as follows:
1. The elementary school staff had good awareness on principal brand, and the competence of school operation was most emphasized by staff.
2. The elementary school educators had an above average degree of teacher job satisfaction, and the level of satisfaction on principal’s leadership was the highest.
3. The educators who were elder, seniority, principal, or possessing undergraduate degree had higher perceptions on principal brand.
4. The educators who were male, elder, seniority, principal, or possessing the master’s degree had higher perceptions on teacher job satisfaction.
5. There was a positive medium correlation between the principal brand and teacher job satisfaction.
Furthermore, some suggestions were proposed below.
For the principals:
1. Principal should understand more on principal brand and strive to build his/her unique brand.
2. The goal of the principal’s professional brand image should base on the advancement of their administration/management ability
3. Principal should encourage their staff to attend in-service training and gave more opportunities to promote his/her post.
4. Principals should let teachers who were young and less experience in work have higher perceptions on teacher job satisfaction and principal brand.
5. There should implement adequacy supporting strategies and actions to staff with different positions.
For the educational administrative authorities:
1. How to establish principal brand could arrange in principals’ pre-service training programs.
2. The principal’s competence to operate school well should be emphasized.
3. Principals should be more authorized and anatomy to operate their schools.
4. To qualify excellent elementary school principal brand could be considered.
The teacher career ladder system might be consider to promote.
For the future researchers:
1. The samples to study should be expanded.
2. More stakeholders could sample as subjects.
3. More various research methods could be used.
Key words: brand, job satisfaction, principal brand, teacher job satisfaction.
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