아파트 브랜드 이미지가 고객애호도에 미치는 영향에 관한 연구 = A Study on the Effects of Apartment House Brand Images on Consumers' Impression with the Apartment Houses

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyze what effects the apartment house brand images would have on consumers' impressions with the apartment houses and thereby, provide for some basic data useful to construction companies' marketing strategies for a sustainable management of their brands.
The results of testing the hypotheses set for this study can be summarized as follows;
First, as a result of analyzing effects of the apartment house brand images, household management image impressed consumers most, followed by health-environmental image, high-tech image, status-raising image and emotional image in their order. On the other hand, those consumers who had ever purchased the brand was significantly more impressed with its image.
Second, consumers' impression with the emotional image differed significantly depending on their gender, age, academic background, job, monthly income and types of the houses owned by them. Their impressions with the status-raising image differed significantly depending on monthly income and types of the houses owned by them, and their impressions with the household management image were significantly different depending on gender and types of their housing ownership. And their impressions with the high-tech image differed significantly depending on age, job, monthly income and scale of their houses.
Third, the most effective brand image for consumers was household management image, followed by health-environmental image and status-raising image in their order.
Fourth, most of the consumers answered that the most important element affecting the apartment brand images was quality of apartment houses, followed by price and constructors' images in their order.
Based on the above findings, the following suggestions were put forwards;
First, it is necessary to continue to research into the apartment house brand images associated with consumers' ego-images. Furthermore, if a strategy matching the apartment house brand images with consumers' ego-images should be implemented, it would well improve consumers' attitudes towards the brand and thereby, induce them to purchase it.
Second, it is required of constructors to develop and publicize their apartment houses across the entire processes of building apartment houses, focusing on the healthy and environmental-friendly living conditions.
Third, it is essential for constructors to highlight their differentiated apartment house brand images to sharpen their competitive edges and invoke and maintain consumers' favorable impressions with their apartment house brands.

목차 (Table of Contents)

• 제1장 서 론 = 1
• 제1절 문제의 제기 및 목적 = 1
• 제2절 연구의 방법과 범위 = 3
• 1. 연구의 방법 = 3
• 2. 연구의 범위 = 4
• 제2장 이론적 배경 = 5
• 제1절 브랜드의 개념 및 중요성 = 5
• 1. 브랜드의 개념 = 5
• 2. 브랜드 활용의 효과와 브랜드의 중요성 = 6
• 3. 브랜드 자산 = 7
• 제2절 브랜드 이미지 = 12
• 1. 브랜드 이미지 정의 = 12
• 2. 브랜드 이미지 중요성 = 13
• 제3절 아파트 브랜드 = 15
• 1. 아파트 브랜드 형성 = 15
• 2. 아파트 브랜드 현황 = 17
• 3. 아파트 브랜드의 역할 = 19
• 4. 아파트 브랜드 이미지 = 20
• 제4절 고객 애호도 = 26
• 1. 고객 애호도의 개념 = 26
• 2. 브랜드 이미지와 고객 애호도에 관한 선행연구 = 28
• 제3장 연구모형과 실증연구의 설계 = 31
• 제1절 연구모형 및 연구가설의 설정 = 31
• 1. 연구모형 = 31
• 2. 연구가설의 설정 = 32
• 3. 변수의 조작적 정의 = 33
• 제2절 실증연구의 설계 = 35
• 1. 조사대상 및 연구절차 = 35
• 2. 설문지의 구성 = 35
• 3. 분석방법 = 37
• 제4장 결과 분석 및 가설의 검증 = 38
• 제1절 신뢰성 및 타당성 분석 = 38
• 1. 신뢰성 분석 = 38
• 2. 타당성 분석 = 39
• 제2절 조사대상자의 일반적 특징 = 41
• 제3절 아파트 브랜드 관련 분석 = 43
• 제4절 가설의 검증 = 46
• 1. 가설1의 검증 = 46
• 2. 가설2의 검증 = 47
• 3. 가설3의 검증 = 55
• 제5장 결론 = 57
• 제1절 연구 결과의 요약 = 57
• 제2절 연구의 시사점 = 60
• 제3절 연구의 제한점 = 62
• 참고문헌 = 64
• 설문지 = 70
• ABSTRACT = 74