아파트 브랜드가 가격 형성에 미치는 영향 분석

The Effects of Apartment Brand Equity Factors on Price

Apartment is a representative high involvement product. In general, high involvement products are characterized by consumer s high interest, high perceived risks resulting from wrong decisions on the products, large difference among alternative products, high price and high complexity. Therefore, in many cases, high involvement products arouse strong brand loyalty and preference. This study made a financial approach that applied the hedonic model, which is widely used in estimating the price of real properties, to examine the effect of apartment brand on apartment price along with other price related factors such as the area(district) of apartment, size, structure, heating, method and the number of parking spaces per household. The results of analysis using s structural equation model supported most of our hypotheses, showing the unique characteristics of apartment brand equity.