This research aims to explore the relationships among school brand image, learning behavior and leaning effectiveness in food and beverage management department of vocational high school in Taipei. The moderating effect of the learning pressure on learning behavior and learning effectiveness was also be examined. The questionnaire was used to collect data through stratified sampling method. Juniors and seniors in food and beverage management department in vocational high school were recruited in this study. A total of 1200 questionnaires were collected with a response rate of 91.5%. The study results showed that (1) school brand image had a significant positive effect on learning behavior; (2) learning behavior had a significant positive effect on leaning effectiveness; (3) school brand image had a significant positive effect on leaning effectiveness; (4) learning behavior had mediating effect on the relationship between school brand image and leaning effectiveness and (5) learning pressure has moderating effect on the relationships between learning behavior and leaning effectiveness.