本研究目的在探討家長對特色社團品牌形象、滿意度與忠誠度之間的關聯，以宜蘭縣復興國中「少年劇團」為例。根據相關文獻理論，建立研究架構，以宜蘭縣復興國中家長為研究對象，回收有效問卷共256份，使用SPSS 20統計軟體進行資料分析，採用描述性統計、因素分析、相關分析、迴歸分析、獨立樣本t檢定、單因子變異數分析等方法進行研究。根據統計分析的結果發現：1.家長對特色社團品牌形象與滿意度有顯著的影響（高度正相關）；2.家長對特色社團品牌形象與社團忠誠度及學校忠誠度有顯著的影響（中度正相關）；3.家長對特色社團滿意度與社團忠誠度及學校忠誠度有顯著的影響（中度正相關）；4.家長對特色社團忠誠度與學校忠誠度有顯著的影響（中度正相關）；5.不同背景變項（在校生孩子身分及觀看少年劇團演出次數）之家長對特色社團之品牌形象、滿意度、社團忠誠度以及學校忠誠度之關聯存在差異。最後，根據研究結果提出實務建議，希望有助於學校未來發展特色社團形塑特色品牌，提升家長對學校的認同與忠誠度。

The purpose of this study is to explore the relationship between parents among brand image, satisfaction and loyalty, and take the example of the FuShing Junior High School's "Drama Club" in Yilan County. We establish a research structure based on the relevant literature theory. 256 valid questionnaires were collected and analyzed by SPSS 20 statistical software. Descriptive statistics, factor Analysis, correlation analysis, regression analysis and ANOVA analysis were discussed. From the perspective of parents, we found that 1. the brand image can significantly affect satisfaction (high-positive correlation), 2. the brand image can significantly affect club loyalty and school loyalty (moderate-positive correlation), 3. the satisfaction can significantly affect club loyalty and school loyalty (moderate-positive correlation), 4. the club loyalty can significantly affect school loyalty (moderate-positive correlation), 5. the effects of different background variables on brand image, satisfaction, club loyalty and school loyalty are statistically significant. The conclusions can help the school to develop their characteristics extracurricular activities, and enhance parents' recognition and loyalty to the school.