การรับรู้ของนักเรียนระดับมัธยมศึกษาตอนปลายต่ออัตลักษณ์แบรนด์ คณะเกษตรศาสตร์ มหาวิทยาลัยเชียงใหม่

Abstract

This study aimed at investigating the levels and differences of high school student’s perception towards brand identity of Faculty of Agriculture, Chiang Mai University. The study collected data from a sample of science-mathematics major students from 19 schools in 9 upper-north provinces. The brand identity used in this study was based on the concept of “Kapferer's Brand Identity Prism” on the six elements of brand identity. The results of the study showed that all the 570 samples, with 404 female students, and 166 male students. Most of whom were 16 years of age, studying in Grade 4 with a GPA of 3.51 - 4.00. Attended Government school. The occupation of parents were self-employed, Officialdom and State enterprise employees. Family monthly income rangeed from 10,001 - 20,000 baht. Most of the sample did not know the seniors who were studying at the Faculty of Agriculture and there were no seniors who studied at the Faculty of Agriculture comming to advice about the admission to the Faculty of Agriculture at the school. Most of them were not interested in attending the Faculty of Agriculture, even though there were scholarships being offered. Results of Exploratory Factor Analysis for perceptions of high school students towards Brand Identity Faculty of Agriculture Chiang Mai University which has 7 components: Component 1: Organizational Culture and Self-perception of Personnel in the Organization, Component 2: Physique : the Appearance, Component 3: the Ability to Reflect the Brand Identity. Component 4: Personality, Component 5: Relationship with Brand, Component 6: Physique : External Communication, Component 7: Physique - Appearance Value. Mean of 3 elements being used to analyze the perception of an educational institution for Modern Agricultural Science of Faculty of Agriculture, Chiang Mai University. First element is to produce graduates, second is to conduct excellent researches and the third is to serve academic services. The results showed that most were at high level. For the perceived differences of brand identity grouping by GPA, using One-way ANOVA and Least Significant Difference to test 7 components and their sub-components. The result found that there were 5 components had statistically significant differences at level 0.05, which were component 1, Organizational Culture and Self-perception of Personnel in the Organization. Component 2, Physique: the Appearance. Component 3, the Ability to Reflect the Brand Identity. Component 4, Personality, and component 5, Relationship with Brand.