| Summary: | 碩士 === 國立屏東科技大學 === 企業管理系碩士班 === 91 === In recent years, changes of higher education policies and the decrease of birth rate have increased competition among higher education markets in Taiwan. Consequently, image-build of universities has become an importance issues to their management. Previous research suggested consumer’s self-concept consists with brand image perceived; some research also suggested factors on decision-making are key references to university’s formulation of marketing strategy. However, there is limited empirical research show how those affect the brand image of a university. This research attempted to examine relationship among the student self-concept, brand concept, and factors on influencing decision-making of entrance applications. This study surveyed 276 students of National Pingtung University of Science & Technology. Factor analysis, descriptive statistics, T-test, one-way ANOVA, Pearson correlation, canonical correlations, multiple regression analysis and hierarchical regression were conducted in data analyses. Two major findings are concluded: 1). Student self-concept, brand personality, function brand and factors influence decision-making have significant relations in pairs. 2). Students perceived brand image via two paths: self-concept direct affects the perception of brand image, or indirectly through a mediator — factors influence decision-making. Research and managerial recommendation and implications are provided.
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