브랜드 아파트의 이미지와 자아이미지의 일치성에 관한 연구

서지정보

· 발행기관 : 한국주거학회
· 수록지 정보 : 한국주거학회논문집 / 21권 / 2호
· 저자명 : 김진화, 이윤정, 정준현

목차

I. 서 론
II. 이론적 배경
III. 브랜드 아파트의 홈페이지 및 TV광고 내용 분석
IV. 조사결과 및 논의
V. 결 론
참고문헌

초록

본 연구에서는 주거브랜드의 이미지와 소비자들의 자아일치성을 검증해보고자 한다. 이는 소비자들의 심리적 특성을 고려하여 지속적이고 차별성 있는 주거 상품 개발 전략의 기초적 자료로 활용될 수 있을 것으로 기대된다.

영어초록

The trend in which an apartment is regarded as not only a substantial property or 'residence' but also as a 'means of self-expression' for consumers is increasing in the present housing marketing, and thus, the apartment brand image has become an important field of marketing management. Therefore, the present study aimed to verify the difference betweenthe image of a housing brand and the self-image of consumers in order to propose a singular direction of strategies for the formation of a differentiated brand image. As a result of research, analysis showed that there is a trend in which consumers show a more positive attitude towards a brand apartment that has a brand image closer to an ideal selfimage.Even if this trend is weak, it was confirmed that the consentaneity between a brand image and the self-image of housing products can become a variable having some influence on brand attitude. The survey method compared a brand image and a self-image by using Likert's 5-point scale on the apartment brands of the top three companies according to the study result of a national brand competitiveness index (NBCI). Self-consentaneity was determined by using the distance measurement model of self-consentaneity proposed by Sirgy (1982). The study data was collected from 210 persons and the PASW program was used for statistical data analysis.

참고자료

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