| Summary: | 碩士 === 國立高雄師範大學 === 教育學系 === 103 === The study aimed to explore the relationship among elementary school teachers' perception on school brand images, teachers' organizational commitment and organizational effectiveness in Kaohsiung.
The study took the related documents as a reference to build up the theories and
the frame of researches, and then designed the research tools. The study took the
questionnaire survey to investigate, and there were 611 elementary school teachers in Kaohsiung as the targets of the survey. As a result, there were 563 valid questionnaires returned, achieving a valid return rate about 92%. The testing tools included the “Questionnaire of School Brand Images”, “Questionnaire of Teachers' Organizational Commitment” and “Questionnaire of Organizational Effectiveness”. The data of valid samples were analyzed by means of descriptive statistics, t-test, one-way ANOVA, Pearson product-moment correlation, canonical correlation and stepwise multiple regression. After the analysis, there were some conclusions made as follows:
1. The state of elementary school teachers for school brand images was above average. The perceptions of “functional brand image” were highest. The perception of “symbolic brand image” was the lowest.
2. The state of elementary school teachers for the teachers' organizational commitment was above average. The perception of “the desire to work hard” was the highest. The perception of “organizational identification” was the lowest.
3. The state of elementary school teachers for the organizational effectiveness was above average. The perception of “interpersonal relationship” was the highest. The perception of “rational goal” was the lowest.
4. Teachers who were male, serving as a director or team leader, 51 years and older, and in more than 49 classes had higher perceptions of the school brand images.
5. Teachers who were 51 years and older, as subject teachers, and in more than 49 classes had higher perceptions of the teachers' organizational commitment.
6. Teachers who were male, serving as a director or team leader, as subject teachers had higher perceptions of the organizational effectiveness.
7. If school brand images was more positive, the teachers' organizational commitment would be better.
8. If school brand images was more positive, the organizational effectiveness would be better.
9. If the teachers' organizational commitment was more positive, the organizational effectiveness would be better.
10. If ”organizational identification” of teachers' organizational commitment was better, it would affect organizational effectiveness more.
11. School brand images and teachers' organizational commitment had significant prediction ability of organizational effectiveness, and “organizational identification” could predict organizational effectiveness most.
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