期刊目錄列表-第四期索引【教育評鑑研究期刊】(96年12月出版)

大學品牌知名度與品牌形象評估指標之建構 [詳全文]

作者：巫康菱、葉連祺

刊期：第4期
日期：2007年12月
頁碼：49-74
DOI：10.6866/JEAE

摘要：
強化大學品牌知名度與品牌形象是大學的重要課題,此有賴於發展評估大學品牌知

名度與品牌形象的指標。本研究探討相關理論,發展出評估指標架構,大學品牌知

名度含品牌回憶、品牌辨識層面,大學品牌形象含個性聯想、聲譽評價層面。結合

AHP,編製問卷,抽樣調查58所大學校長/副校長、研發單位主管、大學教師的看法,

有效樣本為36人·根據調查結果,提出一個評估指標權重體系,其不受職務因素的

影響,層面重要性依序為品牌回憶、品牌辨識、聲譽評價、個性聯想,而14個評估

指標被視為最重要。

關鍵詞：大學品牌、品牌形象、品牌知名度、層級分析法

Journal of Educational Administration and Evaluation, December 2007, Vol. 4

A Study on the Evaluation Indicators of Brand Awareness and Brand Images of University

Author : Kang-Ling Wu Lain-Chyi Yeh

Vol.&No.： No. 4
Date： December 2007
Pages：49-74
DOI：10.6866/JEAE

Abstract：
To strenghthen the brand awareness and images of uni versity becomes an important issue

in Taiwan, and it depends on the informations provided from the evaluation indicators of

the brand a wareness and images of university. This study analyses the related theories and

construct some evaluation indicators. The brand awareness of university comprises brand

recall and brand recognition while the brand images of universities include brand

personality associations and brand reputation estimates. A questionnaire was conducted

while applying AHP to survey the principals/vice-principals, deans of the R&D

department, and faculty in 58 universities in Taiwan as well as resulting to our 36 valid

samples. Furthermore, according to the survey results, a weight system for evaluation

indicators was proposed. The positions of personnel showed none significant effect on the

weight of indicators. Moreover, the importance of the four aspects has ranked as follows:

brand recall is the most critical part when brand recognition follows as the second; brand

reputation estimates go as the third and brand personality association is the least. Finally,

fourteen evaluation indicators are redarded as the most important items.

Keywords： analytic hierarchy process, brand awareness, brand images, university brand