| Abstract: | In this all-in-one marketing era, marketing strategies either are vital to private-owned enterprises or publicly managed corporations to manifest their achievements. So does fire station. With firefighters working days and nights trying to enforce their fire prevention, disaster rescue, and emergency medical service, they need to catch up and meet their target population needs, on which they may build their marketing structure to modify fighter image accordingly.
This research focuses on the strategies of image marketing for the fire station through the quantitative method. The study defines eight categories, i.e., policy, confidence, contribution, trustworthiness, law-enforcing, service, moral standards, and brand image. Such originality has never been presented before in the fire administration academic field. The author also reviewed a lot of references to construct a Fire Image Attitude Scale (FIAS). 968 citizen random samples are randomly collected in Taiwan. Finally, Cronbach ?Coefficient of 0.739 reveals that the FIAS has reached reliability level to analyze the fire image. With regard to the validity of the FIAS, the study employs Factor Analysis which shows an eigenvalue larger than 1.0, and a factor loading larger than 0.615 for each dimension of fire image.
This research tries to examine, to analyze the affecting factors?such t-test, factor analysis method?, then to find out the significant factors. The results of the study can find out some variables affecting the firefighter image. The completion of this study not only contributes the creation of the empirical study of FIAS, but also helps fire agency to promote fire image. |
