Factors Affecting the Brand Image of International Schools Through Parents' Perceptions in Bangkok, Thailand
Journal Title: Advance Knowledge for Executives - Year 2023, Vol 2, Issue 4
Abstract
Objective: The perception of international school brands among parents plays a pivotal role in enrollment, reputation, competitiveness, and long-term viability. A positive brand image builds trust, draws in students, and solidifies a school's standing as a respected educational institution, delivering benefits to the school and the surrounding community. This research investigates the factors influencing the perception of international school brands among parents in Bangkok, Thailand. In the context of the research on international schools in Bangkok, Thailand, it is essential to consider the marketing mix, often referred to as the 7Ps, as these elements significantly impact how parents perceive these institutions. Methodology: A quantitative approach was utilised, collecting data from parents of students enrolled in international schools in Bangkok, Thailand. The data was collected from 392 respondents through the use of online questionnaires. Convenience sampling was employed. Statistical methods adopt descriptive and multiple regression models for data analysis. Results: Regarding examining the marketing mix (7Ps) for international schools, it was found that factors like premium services, programmes, and prominence significantly influenced brand image, but not promotion, persuasion, or personnel. Overall, these factors played a role in shaping the brand image of international schools in Bangkok. Additionally, brand awareness emerged as a significant brand image driver for international schools in Bangkok, Thailand. Implications: These findings have implications for school executives and other stakeholders in international schools in Bangkok, Thailand, suggesting that they should focus on factors of 7Ps like premium services, programme offerings, and prominence in the educational landscape to enhance their brand image among parents. In addition, the schools could improve brand image by enhancing brand awareness among parents.
Authors and Affiliations
Warisara Klomtooksing, W. & Chirapanda Sato, S.
Keywords
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