This research intends to discover the effects upon purchasing of hand-prepared sugar-sweetened beverages of junior high school student in Pingtung county among three dimensions that include brand awareness, brand image, and brand loyalty in search of the effectiveness of the above mentioned.The collected data are analyzed by the methods of descriptive statistical analysis, reliability analysis, factor analysis, t-test, one-way ANOVA, correlation analysis and multiple regression. This research discovers that brand awareness is positively related to brand image, brand awareness is positively related to brand loyalty, and brand image is positively correlated to brand loyalty. Finally, the results provide suggestions the related industries. Key words: junior high school student, sugar-sweetened beverages, brand awareness, brand image, and brand loyalt