摘 要 面對大學品牌激烈競爭，提升大學教育品質和管理大學品牌已成為當前大學經營 的重要課題，但對於大學教學品質、大學品牌管理和大學品牌效應三者關係的了 解卻仍然不足。本研究聚焦於探討大學教學品質、大學品牌管理和大學品牌效應 的關聯性和影響關係模式，不僅檢視有關三者的定義、評量等課題和研究成果， 提出研究設計時應考量的事項和較佳處理方案，也自編問卷抽樣調查一所大學 2005位學士班學生對於校和系教學品質、大學品牌管理和大學品牌效應的知覺。 分析結果顯示關聯性強度，依序是品牌管理和品牌效應、大學教學品質和品牌管 理、大學教學品質和品牌效應，此不因性別和年級而異。又九類20項大學教學品 質對品牌管理和品牌效應的影響關係模式經考驗成立，顯示校和系教學品質對品 牌管理和品牌效應有直接和間接影響效果，而影響效果部分依序是大學品牌管理 對大學品牌效應影響效果、校或系教學品質對大學品牌管理影響效果、校或系教 學品質對大學品牌效應影響效果。

Abstract To improve educational quality of the university and to manage university brand were two important issues under the intense competitions among universities. This study focused on exploring the relationship of these issues. Definitions of teaching quality, brand management and brand effect were introduced. Assessment and research designs and better alternatives were proposed. 2005 undergraduates from a university were sampled randomly and inquired by the researcher’s self-designed questionnaire to investigate their perceptions of university brand management, university brand effect as teaching quality at the university level and departmental level. Findings showed that correlation between brand management and brand effect was the highest and correlation between teaching quality and brand management were higher than correlation between teaching quality and brand effect despite genders and classes. 20 casual models divided into 9 clusters were tested to explain the casual relationship among teaching quality, brand management, and brand effect. Results revealed that teaching quality in the university level and departmental level had some direct and indirect effect upon brand management and brand effect. Brand management affected but brand effect produced the largest effect. Teaching quality affected by brand management was more effective than teaching quality affected by brand effect.