브랜드 아파트의 구매의도 결정요인

Determinants of the Purchase Intention for Brand Apartment

The brand apartment has been recently introduced by construction companies as a differentiated marketing strategy and it results from an exceed 100% of housing supply rate and growth of housing lease market. Brand apartment has Veblen effect which means the demand is increasing with increasing price but,the increasing demand is not simply coming from luxury materials and high parcel price compared to general apartment. This research is to verify economic cost satisfaction for expenditure when brand apartment residents buy brand apartment and to investigate residence quality factors in brand apartment toward these economic cost satisfaction. As a result of the research, the brand image and residence environment in residence quality factors,these affect positively purchasing intension but, living accommodation does not affect purchasing intention. In addition, the result of analysis for relationship in brand quality & image to economic satisfactions, brand image and residence environment affects positively, but residence quality factor is not related.