Abstract
The purpose of this study was to probe brand management at vocational high schools in Taiwan using a goodness-of-fit model to understand the applicability structural and practiced currently model among the different types of them. 1620 teachers and students were randomly selected from public and private vocational high schools in Taiwan. The findings were: The scales had good reliability and validity, and a good model fit; the dimensions of brand planning and brand marketing at vocational high schools had a positive impact on brand equity; this structural model was applicable to different school types; all dimensions of interviewee's operational perceptions reached an ideal level.
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