幼兒園品牌權益量表的建構及其應用

Construction and Application of Brand Equity Scale for Preschools

10.3966/199679772014063101004

黃義良(Yi-Lian Huang)

幼兒園 ； 品牌 ； 品牌權益 ； 重要－表現程度分析法 ； 量表 ； preschools ； brand ； brand equity ； importance-performance analysis (IPA) ； scale

新竹教育大學教育學報

31卷1期（2014 / 06 / 30）

115 - 150

繁體中文

本研究旨在經由嚴謹的分析程序來建立一份具有信效度的幼兒園品牌權益量表，並以重要－表現程度分析（IPA）方法來探究目前幼兒園品牌權益的表現情形，從二維向度中尋找品牌經營的平衡點以及未來調整的方向。為達研究目的，本研究透過自編問卷調查多方利益關係人的看法，採分層隨機方式抽取臺灣地區的私立幼兒園人員與家長共1200位，得有效樣本735人。量表進行一系列的競爭模式考驗，結果顯示階層因素模式為最簡效模式，該模式包括四構面—品牌知名度、知覺品質、品牌聯想及品牌忠誠度，共計17題項，具有良好的信度與效度，可做為評估幼兒園品牌權益之參考。多數題項的表現程度低於認知的重要程度，代表幼兒園的品牌權益仍有強化空間；而重要－表現程度分析，多數題項落在「繼續保持區」及「次要改善區」，園方人員和家長在各題的IPA象限的分布情形多數相同，但少部份題目產生差異，建議園方可從題項的落差情形中尋找平衡點，以促進幼兒園品牌權益之最佳表現。

The purpose of this study was to construct a reliable and valid brand equity scale for preschools through rigorous analysis. The current status of brand equity at preschools was explored using importance-performance analysis (IPA). A 2-dimensional matrix was used to identify a balance between brand building and future direction adjustment. Stakeholders from various sources replied to a self-edited questionnaire. We selected 1,200 staff members and parents from private preschools in Taiwan by using stratified random sampling and obtained 735 valid samples. A series of competing models was adopted to test the scale. The results indicated that the hierarchical factor model, which comprised 4 dimensions (brand awareness, perceived quality, brand association, and brand loyalty), was the most parsimonious. A total of 17 attributes with high reliability and validity could be referenced when evaluating the brand equity of preschools. Regarding most of the attributes, performance was lower than cognitive importance, indicating that a preschool manager must expend great effort to strengthen brand equity. In the IPA, most of the attributes fell in Quadrant B (keep up the good work) and Quadrant C (low priority), and most of the attributes provided by educators and parents were located in the same quadrants. We recommend that, to optimize the performance of brand equity, preschool managers must identify a balance among attributes that exhibit a gap.

1. 黃義良(2012)。臺灣地區教育品牌學術研究的內容與趨勢—以學位論文與期刊論文為例。臺中教育大學學報，26(1)，43-69。
   連結：
2. 內政部統計處（2013）。1951-2012年育齡婦女生育率。取自：http://sowf.moi.gov.tw/stat/year/y02-04.xls
3. 教育部統計處（2012）。100學年度幼稚園概況表。取自http://www.edu.tw/statistics/content.aspx?site_content_sn=8869
4. Aaker, D. A.(1991).Management brand equity: Capitalizing on the value of a brand name.New York, NY:The Free Press.
5. Aaker, D. A.(1996).Building strong brand.New York, NY:The Free Press.
6. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structural equation models.Journal of the Academy of Marketing Science,16,74-92.
7. Balmer, J. M.,Liao, M. N.,Wang, W. Y.(2010).Corporate brand identification and corporate brand management: How top business school do it.Journal of General Management,35(4),77-102.
8. Biel, A.(1992).How brand image drives brand equity.Journal of Advertising Research,32(6),6-12.
9. Chao, K. L.(2011).Relationship among job characteristics, job satisfaction, and turnover intention within kindergartens: An empirical study in Taiwan.Early Childhood Education Research,3,1-40.
10. Cobb-Walgren, C. J.,Ruble, C. A.,Donthu, N.(1995).Brand equity, brand preference, and purchase intent.Journal of Advertising,24(3),25-40.
11. Cudeck, R.,Browne, M. W.(1983).Cross validation of covariance structures.Multivariate Behavioral Research,18,147-167.
12. Dolinsky, A. L.,Quazi, H. A.(1994).A diagnostic techniques for formulating market strategies in higher education based on relative competitive position.Journal of Marketing for Higher Education,5(2),89-101.
13. Doll, W. J.,Raghunathan, T. S.,Lim J. S.,Gupta, Y. P.(1995).A confirmatory factor analysis of the user information satisfaction instrument.Information Systems Research,6(2),177-189.
14. Enache, I.,Brodsky, Z.(2011).Student behavior and student satisfaction-A marketing approach.Scientific Papers of the University of Pardubice, Series D, Faculty of Economics & Administration,16(21),43-52.
15. Jöreskog, K. G.,Sörbom, D.(1996).LISREL 8: User's reference guide.Chicago, IL:Scientific Software International.
16. Keller, K. L.(2001).Building customer-based brand equity.Marketing Management,10(2),14-19.
17. Keller, K. L.(1993).Conceptualizing, measuring, and managing consumer-based bradn equity.Journal of Marketing,57(1),1-22.
18. Keller, K. L.(2008).Strategic brand management: Building, measuring, and managing brand equity.Upper Saddle River, NJ:Prentice-Hall.
19. Kim, P.(1990).A perspective on brands.Journal of Consumer Marketing,7(4),20-30.
20. Lei, M.,Lomax, R. G.(2005).The effect on varying degrees of nonnormality in structural equation modeling.Structural Equation Modeling,12(1),1-27.
21. Leuthesser, L.(Ed.)(1988).Defining, measuring, and managing brand equity.Cambridge, MA:Marketing Science Institute.
22. Leuthesser, L.(Ed.)(1988).MSI report.Cambridge, MA:Marketing Science Institute.
23. Leuthesser, L.(Ed.)(1991).MSI report.Cambridge, MA:Marketing Science Institute.
24. Macdonald, E.,Sharp, B.(1996).Management perceptions of the importance of brand awareness as an indication of advertising effectiveness.Marketing Research On-line,1,1-15.
25. Maltz, E.(Ed.)(1991).Managing brand equity: A conference summary report.Cambridge, MA:Marketing Science Institute..
26. Martilla, J. A.,James, J. C.(1977).Importance-performance analysis.Journal of Marketing,41,77-79.
27. Noar, S. M.(2003).The role of sturctual equation modeling in scale development.Structual Equation Modeling,10(4),622-647.
28. Nunnally, J. C.,Bernstein, I. H.(1994).Psychometric theory.New York, NY:McGraw-Hill.
29. Priluck, R.,Till, B. D.(2010).Comparing a customer-based brand equity scale with the implicit association test in examining consumer responses to brands.Journal of Brand Management,17(6),413-428.
30. Roper, S.,Davies, G.(2007).The corporate brand: Dealing with multiple stakeholders.Journal of Marketing Management,23,75-90.
31. VanAuken, B.(2002).The brand management checklist: Proven tools and techniques for creating winning brand.London, England:Kogan Page.
32. Yvette, R.,Lindsay, T.(1999).Structural equation modeling with Lisrel: Application in tourism.Tourism Management,20(1),71-88.
33. 行政院主計處(2010)。中華民國職業標準分類。
34. 吳一斌(1999)。品牌卡位贏家。臺北市:維德文化。
35. 邱恩綺譯、Dodge, D. T.、Bickart, T. S.(2000)。為孩子選擇最好的幼稚園。臺北市:新手父母。
36. 邱皓政(2002)。量化研究與統計分析。臺北市:五南。
37. 胡英楗(2008)。博士論文(博士論文)。臺北市，國立臺北教育大學。
38. 徐明(2008)。學前教室多元文化教育環境研究：以三所幼兒園為例。康寧學報，10，41-61。
39. 張孝筠(2006)。我國少子化效應對幼保生態之影響。幼教資訊，187，21-27。
40. 張義雄(2012)。博士論文(博士論文)。臺北市，國立政治大學。
41. 張寶源(2006)。碩士論文(碩士論文)。花蓮縣，國立東華大學。
42. 郭生玉(2001)。心理與教育研究法。臺北市:精華。
43. 陳玉娟(2009)。「應用重要─表現程度分析法」探討幼稚園服務品質之研究。教育政策論壇，12(4)，153-177。
44. 曾鈴惠(2011)。碩士論文(碩士論文)。臺中市，亞洲大學。
45. 黃俊英(2004)。行銷學的世界。臺北市:天下遠見。
46. 黃義良(2008)。幼稚園理想品牌的內涵及其相關議題探討—包含園方與顧客的觀點。幼兒教保研究期刊，2，103-118。
47. 葉連祺(2003)。中小學品牌管理意涵和模式之分析。教育研究月刊，114，96-110。
48. 葉連祺(2006)。教育行政類系所品牌評估模式之初步建構。教育政策論壇，9(4)，151-179。
49. 蔡秉螢(2008)。碩士論文(碩士論文)。臺北市，國立政治大學。
50. 蔡春美、張翠娥、陳素珍(2007)。幼教機構行政管理。臺北市:心理。
51. 盧美貴(2005)。幼兒教育概論。臺北市:五南。

1. 張文權,范熾文(2022)。國小校長教學領導與教師專業素養關係模式驗證及教師專業素養IPA差異分析。課程與教學，25(4)，159-190。
2. (2017)。大學生對於學校品牌權益認知之研究。高等教育，12(2)，79-101。
3. (2020)。運動健身教練個人品牌量表之初探。朝陽商管評論，18(1)，1-18。