아파트 브랜드이미지가 구입에 미치는 영향에 관한 분석 = Analysis of Purchase Factors which are Effected by Apartment Brand Images

다국어 초록 (Multilingual Abstract)

A house’s value is an abstract concept as much as an individual taste, in turn causing an effect on a consumer’s housing purchase behavior. Consumers do not choose their housing solely on the basis of its functionality; but moreover, by taking into consideration a house’s value, such as the possibility of a rise in housing prices, social setting, and company prestige, home buyers will make a final decision in purchasing a home. With these desires, housing consumers have a preference for reliable and quality built homes, built by big firms.
Construction firms began to market and sell their independent brand names to differentiate themselves from other apartment housing competitors. During the Exchange Crisis in the late 1990s, unsold apartments caused an economic liberalization of selling prices. But since the rise of income level in the 2000s, Korean consumer’s budgets have increased for a reputable apartment’s worth.
To enable housing consumers to choose their housing, construction firms have made efforts to enhance or establish their own unique brand name image. And over time, the influence of the power their brand name has had on consumers, has gradually increased.
It has been shown that the abstract value system of a product’s brand name, rather than the functionality of the actual product, has led consumers to make a purchasing commitment. So now construction companies will continue to build up their brand name image, reputation and prestige to differentiate themselves from the rest, and satisfy customer’s desires. Companies should focus their brand name image around creative concepts and reasonable prices, considering buyers’ positive well-being in the natural environment of their home.
This study was intended to identify what motivates and influences a consumer’s intention to buy, and what is desired and sought after from consumers. This study should assist and reinforce housing suppliers to establish their reputation for quality and customer satisfaction by strategizing their marketing plan based around their customer’s desires, to create a better housing culture.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 고찰 및 선행 연구
• Ⅲ. 자료현황 및 자료분석
• Ⅳ. 결론 및 연구의 한계점
• 참고문헌

참고문헌 (Reference)

1 신종칠, 2004

2 박경도, "중소벤처기업의 브랜드 구축을 위한 고객만족도 관리 전략: 아파트 건설산업을 중심으로" 한국중소기업학회 8 (8): 2-32, 2005

3 하정순⋅윤재용, "주거가치에 따른 아파트 구매행동 연구" 대구카톨릭대학교 2003

4 김홍규, "아파트브랜드가 아파트 청약 경쟁률에 미치는 영향분석- 서울시 동시분양 아파트를 중심으로 -" 한국지역학회 21 (21): 125-144, 2005

5 이택서, "아파트구매자들이 고려하는 요인분석을 통한 아파트마케팅에 관한 연구" 건국대학교 1999

6 최열, "아파트 브랜드의 변화에 관한 연구" 18 : 2005

7 조수근, "아파트 브랜드가 고객 애호도에 미치는 영향에 관한 연구" 동국대학교 2005

8 문숙재, "아파트 브랜드 인지도와 소비자 구매의도에 관한 연구" 한국가정관리학회 24 (24): 27-42, 2006

9 최병도, "아파트 브랜드 경쟁력 강화방안에 관한 연구" 울산대학교 2006

10 김희섭, "아파트 브랜드 가치가 구매 의사 결정과정에 미치는 영향" 중앙대학교 2006

11 김창수, "아파트 분양전략 연구" 건국대학교 2003

12 진상헌, "브랜드가 아파트가격 형성에 미치는 영향" 인제대학교 경영대학원 2008

13 임소연, "거주지역의 정주성 향상을 위한 연구(1)" 1999