Chun Sing Maxwell Ho, Trevor Tsz-lok Lee, Jiafang Lu
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引用次数: 0
Abstract
This study explores the mechanisms that underlie the effect of school marketing strategies on parents’ perceived school attractiveness, particularly emphasizing the mediating role of parents’ perceptions of being welcomed in urban schools. Additionally, we investigated how schools’ marketing strategies work differently among parents with different value orientations toward schooling. Structural Equation Modeling and Cluster Analysis Data were applied to analyze 510 questionnaires collected from parents. Two experiential marketing strategies, namely, one-way disseminating materials and interactive social networking, impacted parents’ perceived attractiveness of schools differently with the feeling of being welcomed mediating the relationship between parents and schools. Additionally, parents’ value orientations toward schooling could be classified into three profiles. The results suggest that schools should consider parents’ needs and preferences concerning their children’s schooling and employ appropriate marketing strategies to engage different types of parents. To facilitate this outcome, individualized interaction is necessary to accommodate the diverse needs of parents. The overall structural equation model validates the mechanism of experiential marketing in influencing parental perceptions, and the cluster analysis underscores the need to explore the complex relationship between parents’ educational priorities and their interpretation of marketing strategies.
期刊介绍:
Education and Urban Society (EUS) is a multidisciplinary journal that examines the role of education as a social institution in an increasingly urban and multicultural society. To this end, EUS publishes articles exploring the functions of educational institutions, policies, and processes in light of national concerns for improving the environment of urban schools that seek to provide equal educational opportunities for all students. EUS welcomes articles based on practice and research with an explicit urban context or component that examine the role of education from a variety of perspectives including, but not limited to, those based on empirical analyses, action research, and ethnographic perspectives as well as those that view education from philosophical, historical, policy, and/or legal points of view.lyses.