Identifying and Explaining the Dimensions and Components of Primary School Brand Schools (Case Study, Principles and Teachers View of Delijan Elementary School)

Subject Areas : Sustainable Development

fateme  Momenizadeh ¹ (M.A, Department of Educational Management, Mahallat Branch, Islamic Azad University, Mahallat, Iran)
Farhad  Shafiepour Motlagh ² (Associate Professor, Department of Educational Management, Mahallat Branch, Islamic Azad University, Mahallat, Iran)
Taqi  AqaHoseini ³ (Assistant Professor, Department of Educational Sciences, Farhangian University, Shahid Bahonar Campus, Isfahan, Iran)

Received: 2019-11-14 Accepted : 2020-10-13 Published : 2021-11-22

Keywords: Elementary schools, Educational component, Educational Brand, Human Component, Technology Component,

Abstract :

Due to the importance of branding in educational services, the purpose of this study was to identify and explain the dimensions and components of branded elementary schools through interpretive modeling and structural equation modeling. The research method was mixed (qualitative and quantitative). In the qualitative part, the purposeful sampling method was saturated with 23 principals and teachers with experience in elementary school of Delijan city and in the quantitative part, one-stage cluster sampling method was used. Elementary school principals and teachers were selected based on Cochran sample size formula. The research tools in the qualitative part were in-depth interviews and in the quantitative part the questionnaires were extracted from the themes obtained from the interviews. Open, axial and selective content analysis and coding have been used to analyze the information in the qualitative section, and in the quantitative part of the structural equations and confirmatory factor analysis model have been used. In general, the results showed that, based on the codes given, seven dimensions and components were extracted so that in the human dimension, experienced staff and their psychological characteristics - in social dimension, social validity - in Educational dimension, Curriculum, Physical dimension, Physical and school facilities; Educational, Cultural and educational programs; Health, Health care and Technology, Electronic system, Perception brand Elementary schools are influential. The model was quantitatively fitted as well, accounting for 84.15% of the perceived brand.