Causal Relationship of Branding, Integrated Marketing Communication, School Image and Parents’ loyalty to Regular Private Schools in the Upper Northern Region of Thailand.

Abstract

The purposes of this research were (1) to study the importance of branding, integrated marketing
communications, school image and parents’ loyalty. (2) to study causal relationship of branding, integrated
marketing communications, school image and loyalty. and (3) to find the structural equation model of
parents’ loyalty to private schools in the upper northern region of Thailand. The samples were collected
from the parents having two or more children 8 private schools of 350 in the upper northern region of
Thailand, such as Maehokson Chiangrai, Phayao, Chiangmai, Lamphun, Lampang, Phare and Nan. The data
conducted by questionnaires and in-depth interview techniques. Quantitative data was analyzed by descriptive
statistics, included frequency, percentage, standard deviation, as well as factor analysis, and structural
equation modeling SEM and use the Amos program
The research results shows that respondents rate the highest priority on parental loyalty, followed
by school image, branding and integrated marketing communication at a high level in all factors.
The results of causal relationships by using structural equations and analyzing the influence
variables. It was found that integrated marketing communication influenced the brand and the brand had
the most influence on integrated marketing communication. Follow was the image of the school, which
had an influence on the loyalty of the parents and the brand, had an influence on the image of the
school. Lastly, integrated marketing communication influences the image of the school. The results of this
research will be useful for private school administrators to determine marketing strategies or find ways to
use integrated marketing communications tools which can be appropriate to the situation and truly reach
the school parents which will lead to loyalty to the organization.