Brand Construction Factors of Private Schools in Roikaensarasin Group

Abstract

The objectives of this research were: 1) to study the level of brandconstruction factors and the emergence of private school brands in the northeast region; 2) to study the relationship between brand construction factors affecting the emergence of private school brands in the northeast region; 3) to study brand construction factors that influenced or predicted the emergence of private school brands in the northeast region. The sample groups were 217 administrators and teachers from 9 Royal Award School in the northeast region in the name of ROIKAENSARASIN Group which consisted of Roi Et, Khon Kaen, Maha Sarakham and Kalasinprovinces in 2018. This research used the stratified random sampling to find the sample groups. The data-collecting instruments were the set of five-leveled questionnaires and the reliability was 0.793. The data analyzing was statistical computer program for finding the frequency, percentage, mean and standard deviation.
The result showed that:
1. The level of brand construction factors in ROIKAENSARASIN Group was at the high level, as a whole, and when considered in each aspect was found that the brand construction factors in ROIKAENSARASIN Group were at the high level which the Organization Culture had the highest average score, following by Teachers and Educational Personnel Quality, Organization of Change, Brand Identity, the Relationship of Brands, Public Relations and International respectively. The level of the emergence of private school brands in ROIKAENSARASIN Group was at the high level, as a whole, and when considered in each aspect was found that the emergence of private school brands in ROIKAENSARASIN Group was at the high level which the Perception of the Brand's Reputation had the highest average score, following by Brand Image and Brand Assets respectively.
1. The relationship between brand construction factors and the components of the emergence of private school brands in the northeast region had 7 factors and it had the positive correlation at .01 significance. The researcher had considered the correlation coefficient in each factor and found that brand construction factors affected to the components of the emergence of private school brands in the northeast region. They had a high correlation coefficient: Organization of Change (X₅) (r = 0.638), Public Relations (X₇) (r = 0.606), Organization Culture (X₃) (r = 0.628), International (X6) (r = 0.587), Teachers and Educational Personnel Quality (X₂) (r = 0.585), Brand Identity (X₁) (r = 0.571), and the Relationship of Brands (X₄) (r = 0.508).
2. The factors of Public Relations, Organization Culture, Organization of Change and Brand Identity could predict of the emergence of private school brands at 54.60%. These could be formed as the regression equations of unstandardized score and standardized score as follows;
The equation of unstandardized score was:
Y = 0.904 + 0.203* (X₇) + 0.203 * (X₃) + 0.184* (X₅) + 0.164* (X₁)
The equation of standardized score was:
 Z = 0.239* (X₇) + 0.239* (X₃) + 0.214* (X₅) + 0.201* (X₁)