아파트 광고에 대한 소비자태도가 브랜드자산에 미치는 영향에 관한 연구

The Impact of Consumer Attitude toward Apartment Advertising on Apartment Brand Equity

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study has researched the impact of consumer attitude toward apartment advertising on apartment brand equity(brand recognition, brand remind, perceived quality) (2) RESEARCH METHOD This study was focused on survey analysis. The data for this analysis were collect from the questionnaire. The study followed 300 adults number of 10 brand apartment living in a metropolitan district. 268 valid questionnaires were subjected to final analysis. Especially this study was carried out on the collected data by SPSS and AMOS. (3) RESEARCH FINDINGS In the results of this survey, this study, having recognized the need of research on the format through which the attitude of customers towards apartment advertisement influences the establishment of brand equity(brand recognition, brand remind, perceived quality). 2. RESULTS Firstiy, the results of analysis of relationship between the effects of affective advertising attitude and behavioral advertising attitude on the brand equity, in terms of overall attitude of the apartment residents towards advertisement, illustrated that affective advertising attitude and behavioral advertising attitude impart significant effect on the brand equity. Secondly, the affective advertising attitude and the behavioral advertising attitude impart significant influence on the brand recognition, perceived quality and brand remind.