Title: Theory of planned behaviour to predict parents' awareness and intention to participate in school governing body elections

Authors: Samkelisiwe Levin; Norman Chiliya; Mazanai Musara

Addresses: Department of Marketing Management, University of Witwatersrand, Johannesburg, South Africa ' Department of Marketing Management, University of Witwatersrand, Johannesburg, South Africa ' Faculty of Business, Engineering and Technology, Monash South Africa, Roodepoort, South Africa

Abstract: This study investigated the factors that affect the intention of parents from selected high schools to participate in School Governing Body (SGB) elections. A research model for the investigation was developed and empirically examined, using responses from 263 parents of high school learners from the two selected high schools. Based on Ajzen's Theory of Planned Behaviour (TPB), three variables were hypothesised to influence parents' intention to participate in these elections, namely attitude, subjective norms and perceived behavioural control. Brand awareness was tested using the brand equity theory. Structural Equation Modelling (SEM) using SPSS 23 and AMOS 21 statistical software programs was performed to analyse data. The results provide evidence that the three variables in the TPB have a significant influence on parents' intentions to participate in SGB elections. Brand awareness was also found to have a significant influence on parents' intentions to participate in SGB elections. The findings of this study are valuable in guiding education authorities and their marketing partners to design the most appropriate interventions to persuade parents to participate in SGB elections and to improve management of schools.

Keywords: school management; school governing body elections; theory of planned behaviour.

DOI: 10.1504/IJMIE.2018.092857

International Journal of Management in Education, 2018 Vol.12 No.3, pp.223 - 251

Received: 07 Apr 2017
Accepted: 13 Sep 2017
Published online: 01 Jul 2018 *

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