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Publication
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| Title of Article |
The Strategic Brand Management of Private School: A Descriptive Research |
| Date of Acceptance |
14 December 2022 |
| Journal |
| Title of Journal |
NeuroQuantology |
| Standard |
SCOPUS |
| Institute of Journal |
AnKa Publisher |
| ISBN/ISSN |
1303-5150 |
| Volume |
16 |
| Issue |
20 |
| Month |
December |
| Year of Publication |
2023 |
| Page |
3685-3695 |
| Abstract |
The main objective of this study was to examine the linear structural relationship model of strategic brand
management of private schools in Thailand. Specifically, the researchers started their study by identifying the
components of strategic brand management using a documentary analysis of 23 previous research studies in
the first phase. After the researchers have identified the four components of strategic brand management,
namely (i) brand identification and positioning; (ii) planning and implementing a marketing plan; (iii) brand
performance metrics, and (iv) growing and maintaining brand value with regards to the success of strategic
brand management, the researchers continued to examine factor loading of the four components of strategic
brand management. Finally, the researchers examine the congruence of components of strategic brand
management for private schools in promoting their brands successfully. A documentary review and survey
research design were employed in the respective first and second phases of this study. Two types of research
instruments were used, namely a checklist and a questionnaire. A total of 600 respondents from 300 private
schools were selected in a proportional ratio of one school director to one teacher from each research school.
These 600 respondents participated in two modes of data collection, either a postal survey or an online survey.
The quantitative findings indicated that there are high, positive, and significant relationships between the four
hypothesized components in promoting the school brand at a significant level of .01. The factor loading values
of all the four components ranged from 0.803 to 0.979. The model of relationship between components of
strategic brand management and success of brand recognition was found to be consistent with empirical data,
with χ2 =35.574, df = 24, χ
2
/df = 1.482, p-value = 0.0603, CFI = 0.998, TLI = 0.996, RMSEA = 0.037, SRMR = 0.008.
The findings highlighted the importance of hypothesized components to enhance strategic brand management
in private schools. As a result, the findings can be utilized by the identified components by school directors as a
reference to manage their schools in promoting their brand recognition successfully.
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| Keyword |
Descriptive Research, Hypothesized Components, Private Schools, Strategic Brand Management |
| Author |
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| Reviewing Status |
มีผู้ประเมินอิสระ |
| Status |
ตีพิมพ์แล้ว |
| Level of Publication |
นานาชาติ |
| citation |
false |
| Part of thesis |
true |
| Attach file |
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| Citation |
0
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Journal Publication
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