Title page for etd-0819110-122554


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URN etd-0819110-122554
Author Chia-Ping Hou
Author's Email Address No Public.
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Department Communications Management
Year 2009
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Research in The Effects of National Sun Yat-Sen University Art Festival on University Brand Image
Date of Defense 2010-06-30
Page Count 80
Keyword
  • School Image
  • Brand Association
  • Educational Marketing
  • Event Marketing
  • Arts Activity
  • Abstract The birth rate in Taiwan has declined year by year, which not only implies a potential decline in the economic growth momentum but also delivers a warning signal to the education system. Facing the difficulties derived from reduced classes and insufficient enrollment, schools realize the importance of establishing a distinctive and attractive image, which would help increase the public understanding of their intrinsic values and meanwhile broaden the sources of top-tier applicants. These in turn would ensure schools sustainable growth and development.
    This paper discusses the influence of art and culture events held by universities and colleagues on their school image, to explore whether holding such events would benefit schools in terms of establishment of brand image and thereby brand identification for students, parents, alumni and community colleges.
    In this paper, a questionnaire survey is conducted by using the measurement dimensions of Keller’s Brand Knowledge in 1993. The paper reveals that demographic variables explain the differences in school image. Moreover, positive school image is attributable to the benefits of brand association and the attitude of brand association, of which the latter is considered more influential compared to the former. Lastly, on the basis of the research findings, this paper investigates the implications to the education system, aiming at providing references for the purpose of strategy formulation in the future.
    Advisory Committee
  • Shih Yueh-Chun - chair
  • Bingchiang Jeng - co-chair
  • Yue-shan Chang - advisor
  • Files
  • etd-0819110-122554.pdf
  • indicate in-campus access in a year and off_campus not accessible
    Date of Submission 2010-08-19

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