|
Abstract：
To improve educational quality of the university and to manage university brand were two important issues under the intense competitions among universities. This study focused on exploring the relationship of these issues. Definitions of teaching quality, brand management and brand effect were introduced. Assessment and research designs and better alternatives were proposed. 2005 undergraduates from a university were sampled randomly and inquired by the researcher’s self-designed questionnaire to investigate their perceptions of university brand management, university brand effect as teaching quality at the university level and departmental level. Findings showed that correlation between brand management and brand effect was the highest and correlation between teaching quality and brand management were higher than correlation between teaching quality and brand effect despite genders and classes. 20 casual models divided into 9 clusters were tested to explain the casual relationship among teaching quality, brand management, and brand effect. Results revealed that teaching quality in the university level and departmental level had some direct and indirect effect upon brand management and brand effect. Brand management affected but brand effect produced the largest effect. Teaching quality affected by brand management was more effective than teaching quality affected by brand effect.
Keywords： brand effect, brand management, educational quality, higher education
|
