| 논문명 |
브랜드 아파트의 이미지와 자아이미지 일치성 및 브랜드 태도에 관한 연구 / A Study on the Image of a Brand Apartment, Self-Image Consentaneity and Brand Attitude / 제1발표장 : 주거계획/설계, 주택건설기술/경영 |
| 수록사항 |
한국주거학회 학술발표대회 논문집, 2009 v.2(추계) (2009-11) |
| 주제어 |
브랜드 아파트 ; 브랜드 이미지 ; 자아이미지 일치성 ; 브랜드 태도 ; Brand Apartment ; Brand Image ; Self-Image Consentaneity ; Brand Attitude |
| 요약2 |
The trend that an apartment is regarded as not only a substantial property called 'residence' but also 'means of self-expression' to consumers is increasing in the present housing marketing, and thus, the apartment brand image is settling down as an important field of marketing management.Therefore, the present study aimed to verify difference of brand attitude according to consentaneity between an image of a housing brand and self-image of consumers to propose one kind of direction of strategies for formation of a differentiated brand image. As a result of a research, the trend that consumers show more positive attitude on a brand apartment having a brand image closer to an ideal self-image was analyzed to exist even if it is weak, so it was confirmed that the consentaneity between a brand image and a self-image of housing products can become a variable having some influence on brand attitude. The survey method understood a brand image, a self-image and brand attitude by using a Likert's 5-point scale on apartment brands of upper three companies according to a study result of a national brand competitiveness index(NBCI) and understood self-consentaneity by using a distance measurement model of self-consentaneity of Sirgy(1982). The questionnaire for the present research was carried out by surveying students of Duniversity and the PASW program was used for statistical data analysis. |
