Predicting student well-being: The role of school brand image and learning self-efficacy in Taipei private secondary schools

International Journal of Research Studies in Education
Special Luminary Issue
2025
Volume 14 Issue 4

Available Online:  20 February 2025

Author/s:

Liu, Ching Hsin
Graduate Institute of Educational Administration and Policy, National ChengChi University, Taiwan (landorsonliu@gmail.com)

Abstract:

This study investigates the perceptions of school brand image, learning self-efficacy, and student well-being among students in private secondary schools in Taipei City. It examines how these perceptions vary across demographic factors, such as years of study, parents’ education level, academic performance, plans for studying abroad, and school size. The study also explores the relationships between school brand image, learning self-efficacy, and student well-being, and assesses the predictive power of school brand image and learning self-efficacy on student well-being. Using a quantitative approach, the research surveyed 1,500 students across six private secondary schools, receiving 716 responses, of which 635 were valid, yielding an 88.68% response rate. Data analysis included descriptive statistics, t-tests, ANOVA, Pearson correlation, and multiple stepwise regression. Key findings indicate that students perceive their school brand image and learning self-efficacy as moderately high. The “symbolic brand image” and “effort and persistence” dimensions rated highest within their respective categories, while “goal attainment” and “functional brand image” rated lowest. Student well-being was also rated moderately high, with “interpersonal relationships” ranking highest and “physical health” lowest. There were significant differences in perceived school brand image, learning self-efficacy, and well-being based on demographic factors. Positive correlations were observed among all three variables, with school brand image emerging as the strongest predictor of student well-being.

Keywords: Taiwan, private schools, secondary schools, brand image, well-being

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DOI: https://doi.org/10.5861/ijrse.2025.25802

Cite this article:
Liu, C. H. (2025). Predicting student well-being: The role of school brand image and learning self-efficacy in Taipei private secondary schools. International Journal of Research Studies in Education, 14(4), 1-10. https://doi.org/10.5861/ijrse.2025.25802