공동주택 선택시 브랜드 이미지, 인지도, 충성도, 신뢰간의 구조적 관계 연구 : 국내 아파트 브랜드를 대상으로 = Study on the structural relationship between brand image, awareness, loyalty, and trust when choosing apartment complexes : Targeting domestic apartment brands

다국어 초록 (Multilingual Abstract)

The purpose of this study is to study how apartment brand image and awareness affect loyalty and the mediating effect of trust in their relationship.
First, there was a positive correlation between apartment brand image, awareness, loyalty, and trust. Second, apartment brand image and awareness had a positive effect on trust, and trust had a positive effect on loyalty. However, apartment brand image and awareness did not affect loyalty. Third, trust showed a mediating effect on the effect of apartment brand image and awareness on loyalty. The results so far show that apartment brand image and awareness do not directly affect loyalty, but affect loyalty by mediating trust. In other words, trust, which is an emotional bond, is a more important factor in apartment purchase than image and awareness, which are cognitive evaluations. A strategy to build trust relationships with consumers is more effective in increasing loyalty than increasing exposure to apartment brands to form a high-quality image.