아파트 광고에 대한 소비자태도가 브랜드자산에 미치는 영향에 관한 연구

• 영문명: The Impact of Consumer Attitude toward Apartment Advertising on Apartment Brand Equity
• 발행기관: 한국부동산학회
• 저자명: 정윤(Jung, Yoon) 박종원(Park, Jong Won)
• 간행물 정보: 『부동산학보』不動産學報 第49輯, 159~173쪽, 전체 15쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study has researched the impact of consumer attitude toward apartment advertising on apartment brand equity(brand recognition, brand remind, perceived quality) (2) RESEARCH METHOD This study was focused on survey analysis. The data for this analysis were collect from the questionnaire. The study followed 300 adults number of 10 brand apartment living in a metropolitan district. 268 valid questionnaires were subjected to final analysis. Especially this study was carried out on the collected data by SPSS and AMOS. (3) RESEARCH FINDINGS In the results of this survey, this study, having recognized the need of research on the format through which the attitude of customers towards apartment advertisement influences the establishment of brand equity(brand recognition, brand remind, perceived quality). 2. RESULTS Firstiy, the results of analysis of relationship between the effects of affective advertising attitude and behavioral advertising attitude on the brand equity, in terms of overall attitude of the apartment residents towards advertisement, illustrated that affective advertising attitude and behavioral advertising attitude impart significant effect on the brand equity. Secondly, the affective advertising attitude and the behavioral advertising attitude impart significant influence on the brand recognition, perceived quality and brand remind.

목차

ABSTRACT

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구모형

Ⅳ. 실증분석

Ⅴ. 결 론

參考文獻

키워드

브랜드 인지 브랜드 연상 지각된 품질 감성적광고태도 행동적광고태도 brand recognition brand remind perceived quality affective advertising attitude and behavioral advertising attitude