ERIC Number: EJ931757
Record Type: Journal
Publication Date: 2011
Abstractor: As Provided
Reference Count: N/A
School Choice and the Branding of Catholic Schools
Trivitt, Julie R.; Wolf, Patrick J.
Education Finance and Policy, v6 n2 p202-245 Spr 2011
How useful are "corporate brands" in markets? In theory, brands convey reliable information, providing consumers with shortcuts to time-consuming provider searches. We examine the usefulness of a corporate brand when parental school choice is expanded through K-12 tuition scholarships. Specifically, we evaluate whether Catholic schools carry an identifiable education brand (1) preferred even by non-Catholics, (2) for reasons connected to the brand, (3) signaling largely accurate information resulting in an enduring "match" of school characteristics to student needs, and (4) leading to exit from the program when a Catholic school fails to meet consumers' brand expectations. We test these hypotheses using attitudinal and behavioral data from a scholarship program in Washington, DC. The results largely confirm our hypotheses about the Catholic school brand being attractive, familiar, generally accurate, and, when not accurate, an instigator of programmatic attrition--results that speak to enduring policy issues involving school choice.
Descriptors: Student Needs, Catholic Schools, Elementary Secondary Education, School Choice, Scholarships, Marketing, Educational Policy, Institutional Characteristics, Consumer Economics, Data Analysis, Commercialization, Educational Vouchers, School Effectiveness
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Elementary Secondary Education
Authoring Institution: N/A
Identifiers - Location: District of Columbia