아파트 브랜드 자산 평가 모형 개발에 관한 연구

A Study on Development of Apartment Brand Equity Evaluation Model

&nbsp;&nbsp;1. CONTENTS<BR>&nbsp;&nbsp;(1) RESEARCH OBJECTIVES<BR>&nbsp;&nbsp;The purpose of this study is to analyze the relationship of the Brand Equity Factor, the Brand Equity and the performance of Brand Equity in the domestic apartment brand. Currently the apartment products are not just as a form of house but as a brand which includes the composition element of the lifestyle and the value of life. Accordingly with this phenomenon, the future apartment goods will be changed as &quot;the brand&quot; including the competition of &quot;intangibility value&quot;<BR>&nbsp;&nbsp;(2) RESEARCH METHOD<BR>&nbsp;&nbsp;Each factor applied in the whole model derived the measurement items from the objection investigation. Using the AMOS 4.0 program, these items advanced &quot;Confirmatory Factor Analysis&quot; and &quot;Reliability Analysis&quot; and those gave proof a propriety and a reliability. It used SEM (Structural Equation Model) and verified a hypothesis.<BR>&nbsp;&nbsp;(3) RESEARCH RESULTS<BR>&nbsp;&nbsp;In the analysis result from the final amendment model. &quot;the Apartment Brand Equity Value Evaluation Model&quot; are taking charge of the role where the brand image and perceived quality are the most important from the whole model. To these two factors, it ascertained that advertisement is the most significant criteria.<BR>&nbsp;&nbsp;2. RESULTS<BR>&nbsp;&nbsp;To improve &quot;the apartment brand equity value&quot;, it is important to form the trust regarding the affirmative brand image and the quality of the apartment. It is necessary to raise the level of advertisement as increasing the contact frequency of the advertisement. adopting the advertisement models who can attract attention and developing messages.