| 논문명 |
아파트 브랜드의 이미지 통합을 위한 기초 연구 / 홍보, 계획, 고객서비스 단계를 중심으로 / An Exploratory Study on the Intergrated Image of Apartment Brand - Focused on Publicity, Design and Customer Service - |
| 저자명 |
이용민 ; 권오정 |
| 발행사 |
한국주거학회 |
| 수록사항 |
한국주거학회 학술발표대회 논문집, 2008 v.2(추계) (2008-11) |
| 페이지 |
시작페이지(357) 총페이지(6) |
| 주제분류 |
계획및설계 |
| 주제어 |
이미지 통합 ; 아파트 차별화 요소 ; 브랜드 아파트 ; 브랜드 이미지 ; Intergrated image ; Apartment differentiation factor ; Brand apartment ; Brand image |
| 요약2 |
The brand is getting more important purchase factor in apartment market, so domestic construction companies have tried to differentiate it from others using the unique brand image. The purpose of this study is to investigate consistency brand images as a process which includes publicity, design and customer service and to analyze how using intergrated brand image affects brand preference and purchasing intention. To examine hypotheses, empirical study survey questionnaire for consumers who reside in 4 different brand apartments in Dongtan, Hwasung city is conducted. The results of the study are expected to become the useful data in developing sustainable apartment brand and building the marketing strategy of construction companies. |
| 소장처 |
한국주거학회 |