The Role of Values in Building Brand Equity: A Case Study

Abstract

Adventist education is based on the premise that the “work of education and the work of redemption are one” (White, 1952, p. 30). At Hiroshima San Iku Gakuin, an Adventist High School in Japan, about 30% of the students are not Seventh-day Adventists at the time of their initial matriculation. However, approximately 80% of these non-Adventist students are baptized into the Adventist faith by the end of their study there. This case study investigates the reasons why non-Adventist parents, knowing what will likely happen, send their children to study at this school anyway. Onsite observations were made and ten interviews were conducted to find answers to this query. The findings suggest that the parents preferred this school for the following reasons: the values taught and practiced at the school, the changed lives of the students, students’ feeling of being loved and cared for just like at home, and the English language program.