A Study of Relationships between Brand Management and School Effectiveness in Public and Private KindergartensA Study of Relationships between Brand Management and School Effectiveness in Public and Private Kindergartens

• Main Authors: Chiu, Mei Hui, 邱美惠
• Other Authors: 林邦傑
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/01101250245369133683

碩士 === 國立政治大學 === 學校行政碩士在職專班 === 101 === A Study of Relationships between Brand Management and School Effectiveness in Public and Private Kindergartens Abstract The study aimed to explore the correlation of brand management and school effectiveness in kindergartens. According to the study results, the study proposed some recommendations to help kindergartens improve their brand management and school effectiveness and follow the good directions. With questionnaire, the research tool was “brand management and school effectiveness in public and private kindergartens questionnaire”, the research subjects was the educators (including principal, director and teachers) of public and private kindergartens in Taipei City and New Taipei City. 588 questionnaires were collected as research sample. After that, many methods, including Descriptive Statistics, Reliability Analysis, Factor Analysis, t-test, ANOVA, Pearson Correlation and Stepwise Multiple Regression Analysis were used to do statistical analysis. The study concluded: 1. Kindergarten educators got mid-high level score on Brand Management Scale. The kindergarten educators quite recognize brand positioning of brand management, and brand marketing got the lowest score. Kindergarten educators got mid-high level score on School Effectiveness Scale. They relatively agreed the learning performance of children and kindergarten environment planning in school effectiveness, and the management performance of school leadership got the lowest score. 2. There was significant difference on the kindergarten brand management in terms of different areas, kindergarten nature, school size, position, educators’ service years and education level. There was significant difference on the kindergarten effectiveness in terms of Kindergarten size, position and educators’ service years. 3. The brand management of kindergarten was positively correlated with school effectiveness. 4. The brand management of kindergarten has significant predictive power on school effectiveness. Keywords: Kindergarten, Brand Management, School Effectiveness