Journal of Education and Psychology

Abstract

To set up educational administration department has grown rapidly these years in Taiwan. The phenomenon of brand difference among the educational administration faculties was also emerged. To understand the different school educators’ views on assessing educational administration department brand and their influential factors is useful for governing the faculties. Therefore, this study proposed one hypothesis causal model which based on the theories and researches included brand assessment, legislation and operational ideas for university or department, university ranking, university evaluation indicators, and quality management and brand management of university, to explain what factors influence educational administration department brand assessment. The hypothesis causal model includes four aspects which are university, department, faculty and student, and other four influential factors. School educators in universities and 1–12 schools were sampled to understand their perceptions of brand assessment about educational administration faculties. The result indicated that their perceptions were a little different in aspects and items. The assessing views and its casual models for assessing educational administration department brand between two kinds of school educators were also partially different. So the chairman ought to consider different clients’ needs and do right things for branding.

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