Factor Analysis of Brand and the Guidelines for Brand Management of Basic Education Trilingual Private Schools in Bangkok Metropolitan Area
คำสำคัญ:
Brand Components, Brand Management, Trilingual Private Schoolบทคัดย่อ
This research aimed to 1) analyze the brand components and 2) study the guidelines for brand management of basic education trilingual private schools in the Bangkok metropolitan area. The research comprised 2 phases. Phase 1 involved analyzing the brand components of the private trilingual school. The sample group consists of 201 individuals, including school administrators and teachers from basic education trilingual private schools in the Bangkok metropolitan area. They were selected through simple random sampling. The tool used was a questionnaire related to the brand components of the trilingual school, with a reliability coefficient of 0.986. Structural confirmatory factor analysis was used to verify the construct validity. Phase 2 focused on the guidelines for brand management of the trilingual school. Information was obtained from 5 experts through interviews, and data analysis was conducted by content analysis. The research findings indicated as follows: 1) the brand components consisted of four components: (1) brand image, (2) brand values, (3) brand culture, and (4) brand identity. The second-order confirmatory factor analysis indicated that all component values reflected a good fit of the model to the empirical data. 2) The guidelines for brand management of trilingual private schools included internal school brand management, external school brand management, and interactive school brand management.
Downloads
เอกสารอ้างอิง
Aaker, D. A. (2012). Building strong brands. Simon and Schuster.
Achenbaum, A. A. (1993). The future challenge to market research. Marketing Research, 5(2), 12-18.
Antachai, T. (2016). Education Reform to Align with the ASEAN Community: Curriculum and Teaching System Restructuring. Journal of Educational Sciences, Khon Kaen University, 39(2), 13-14.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
Auengpinitkun, K., & Intarak, P. (2022). The Model of Bilingual (Thai-Chinese) School Administration Under Bangkok Metropolitan Administration. Journal of Multidisciplinary in Humanities and Social Sciences, 5(3), 930-946.
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models (pp. 136-162). Sage.
Caylor, B. (2018). 5 Elements of an education brand. Medium. Retrieved Jan 13, 2022, from https:// bartcaylor.medium.com/5-elements-of-an-education-brand-9bfec96c704c
Chanpipattanachai, D. (2018). To create a brand, it is essential to understand the components of the brand. Smart SME. Retrieved Jan 13, 2022, from https://www.smartsme.co.th/content/110399
Danielneamu. (2005). 6 Components of branding. BrandXpress. Retrieved January 13, 2022, from https:// brandxpress.net/6-components-of-branding/
Eamlaorpakdee, P. (2016). The Important Components of Corporate Brand Management. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences, 36(1), 209-221. https://utcc2.utcc.ac.th/utccjournal/361/209_221.pdf
Gartlan, D. (2023). 4 Essential brand components. Stevens & Tate Marketing. Retrieved June 6, 2023, from https://stevens-tate.com/articles/4-essential-brand-components/
Hu L. T., & Bentler P. M. (1999). Cut off criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
Kaplan, D. (2008). Structural equation modeling: Foundations and extensions (Vol. 10). SAGE publications.
Karin Schermelleh-Enget and Helfried Moosbrugger. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74.
Keawsuwan, K. (2023, April 3). More than 400 private schools closed: Tuition fees opened for 10 popular private schools. Kom Chad Luek. https://www.komchadluek.net/quality-life/well-being/546113
Keller, K. L., & Kotler, P. (2005). 12 Branding in B2B firms. Handbook of business-to-business Marketing, 208-225.
Limsakul, T., Buasuwan, P., & Nanthachai, S. (2020). Internal branding of private school: a case study of a private school with branches. Journal of Educational Review Faculty of Education in MCU, 7(2), 79-91.
Marsh, H. W., & Grayson, D. (1995). Latent variable models of multitrait-multimethod data. In R. H. Hoyle (Ed.), Structural equation modeling: Concepts, issues, and applications (pp. 177-198). Sage Publications, Inc.
Parent, T. (2012). 8 Brand components and why they matter. Stride Creative. https://stridecreative.com /8-brand-components-and-why-they-matter
Ramol, J. (2013). A Causal Relationship Model of the Factors Influencing Private School Brand (Original work in Thai) [Unpublished doctoral dissertation]. Kasetsart University.
Ruenrom, G. (2017). Corporate Brand Success Valuation. Cyberprint Group.
Sattayarak, W. (2009). Branding Strategy for Private Universities (Original work in Thai) [Unpublished doctoral dissertation]. Srinakharinwirot University.
Schumacker, R. E., & Lomax, R. G. (1996). A beginner's guide to structural equationmodeling. Lawrence Erlbaum Associates.
Silarak, P. (2021). Adaptation of the Chinese Language Role under The New Contexg of Nornal Life in the 21st Century. Chinese Language and Culture Journal, 8(1), 061-072.
Sukavatcharin, W., Eiumsaard, A., Sethakhajorn, S., & Wongrugsa, K. The Development of Management Model for Private Teaching Chinese School in Thailand. Veridian E-Journal, Silpakorn University (Humanities, Social Sciences and arts), 7(3), 770-783.
Thampokin, S., & Pangthai, S. (2019). A Strategy For Brand Creation Of Highly Famous Private Schools. Journal of MCU Nakhondhat, 6(8), 4119-4132.
Tungdamnernsawad, S., Phongsuwan, P., Jittatham, J., & Chaleysub, S. (2022). Service marketing strategies of private schools in Bangkok. Mahachula Academic Journal, 9(1), 265-277.
Varadarajan, B., & Malone, T. (2018). Branding strategies of a private international school. The Qualitative Report, 23(4), 932-948.
Yakubu, N., & Dasuki, S. (2018). Assessing eLearning systems success in Nigeria: An application of the DeLone and McLean information systems success model. Journal of Information Technology Education: Research, 17, 183-203.
ดาวน์โหลด
เผยแพร่แล้ว
ฉบับ
ประเภทบทความ
สัญญาอนุญาต
ลิขสิทธิ์ (c) 2025 Educational Management and Innovation Journal
อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
