| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 100 === The purpose of this study is to explore the influences between brand concepts and school selections. Brand image, brand attitude and brand equity are the antecedents. These three antecedents are used to discuss the affections to behavioral intentions. Furthermore, the study is expected to provide effective strategies and suggestions for HLAHS facing the trend of low birth-rates and 12-year compulsory education.
Survey questionnaires were distributed to grade10 and 11 students in HLAHS, and received 569 copies of effective questionnaires. The collected datum were analyzed by statistical methods, Trust analysis, Result analysis, T-test, One-way ANOVA, Pearson product-moment correlation and Path Analysis. Brand image, brand attitude and brand equity are of significance to behavioral intention. Brand attitude is of the most significance followed by brand equity and brand image. Hence, to HLAHS, brand attitude is the most important thing of all.
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