Information from the abstract
Thai private schools face severe enrolment pressure, yet how institutional identity translates into brand equity at the K-12 level remains poorly specified. This study tests a structural equation model examining whether brand image builds school brand equity directly and indirectly through dual mediation of referral marketing and educational trust. Survey data from 700 stakeholders (administrators, teachers, parents, students) across private schools in the 20 northeastern provinces of Thailand were analysed in Mplus 8 under maximum-likelihood estimation. Model fit was acceptable (CFI = .952, TLI = .941, RMSEA = .048, SRMR = .062), and all five hypothesised paths were supported. Brand image, referral marketing, and educational trust jointly explained 92.4% of brand-equity variance, with referral marketing carrying the stronger mediated pathway.
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Related topics: Consumer Behavior in Brand Consumption and Identification · Legal Issues in Education · Organizational Strategy and Culture
Thai researcher and institutional participation
Nitithat Suwannarong · Dawruwan Thawinkarn · Patravoot Vatanasapt · Khon Kaen University
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