아파트 브랜드 자산 평가 모형 개발에 관한 연구

• 영문명: A Study on Development of Apartment Brand Equity Evaluation Model
• 발행기관: 한국부동산학회
• 저자명: 김철수(Kim Choul Soo) 양동우(Yang Dong Woo)
• 간행물 정보: 『부동산학보』不動産學報 第31輯, 265~289쪽, 전체 25쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.12.30

영문 초록

  1. CONTENTS
  (1) RESEARCH OBJECTIVES
  The purpose of this study is to analyze the relationship of the Brand Equity Factor, the Brand Equity and the performance of Brand Equity in the domestic apartment brand. Currently the apartment products are not just as a form of house but as a brand which includes the composition element of the lifestyle and the value of life. Accordingly with this phenomenon, the future apartment goods will be changed as "the brand" including the competition of "intangibility value"
  (2) RESEARCH METHOD
  Each factor applied in the whole model derived the measurement items from the objection investigation. Using the AMOS 4.0 program, these items advanced "Confirmatory Factor Analysis" and "Reliability Analysis" and those gave proof a propriety and a reliability. It used SEM (Structural Equation Model) and verified a hypothesis.
  (3) RESEARCH RESULTS
  In the analysis result from the final amendment model. "the Apartment Brand Equity Value Evaluation Model" are taking charge of the role where the brand image and perceived quality are the most important from the whole model. To these two factors, it ascertained that advertisement is the most significant criteria.
  2. RESULTS
  To improve "the apartment brand equity value", it is important to form the trust regarding the affirmative brand image and the quality of the apartment. It is necessary to raise the level of advertisement as increasing the contact frequency of the advertisement. adopting the advertisement models who can attract attention and developing messages.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론
參考文獻

키워드

Apartment Brand Brand Equity Evaluation Model