아파트 브랜드자산이 소비자태도와 구매의도에 미치는 영향에 관한 연구

• 영문명: A Study on the Apartment Brand Equity on Customers’ Attitude and Purchase Intention
• 발행기관: 한국부동산학회
• 저자명: 정윤(Jung, Yoon) 박종원(Park, Jong Won)
• 간행물 정보: 『부동산학보』不動産學報 第44輯, 268~283쪽, 전체 16쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2011.02.28

영문 초록

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study has researched the effect of sources of brand equity(brand awareness, brand image, the recognized quality of brand) on customer attitude, purchase intention. (2) RESEARCH METHOD This study was focused on survey analysis. The data for this analysis were collect from the questionnaire. The study followed more than 200 adults number of people living in living in a metropolitan district. Especially this study used to the ANCOVA by AMOS. (3) RESEARCH FINDINGS In the results of this survey. In the results of this survey. the most important is to improve apartment brand equity. 2. RESULTS First, brand awareness was found to have a significant effect on customer attitude and purchase intention. Second, brand image was found to have a significant effect on customer attitude and purchase intention. Third, the recognized quality have the positive relationship with customer attitude and purchase intention.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형

Ⅳ. 실증분석

Ⅴ. 결론

參考文獻

키워드

brand awareness brand image the recognized quality of brand customer attitude purchase intention 브랜드 인지 브랜드 이미지 지각된 품질 소비자태도 구매의도