아파트 브랜드이미지와 주거만족도인식이 브랜드에 대한 태도와 충성도에 미치는 영향에 관한 연구

The Effect of Apartment Brand Image and Residential Satisfaction Perception on Brand Attitude and Brand Loyalty: The Brand Attitude Mediation Effect

Purpose - The Until recently, the importance of intangible assets has been growing from a managerial point of view. Therefore, apartment brand image is one of the most important assets from the perspective of an apartment brand or company. The purpose of this study was to intuitively inspect the effect of apartment brand image and residential satisfaction on brand attitude and brand loyalty. Design/methodology/approach - A statistical analysis was performed on 366 people with data validity among 500 subjects who is over 20’s residencing in the brand apartment. Statistical analysis used SPSS version 23.0, which is the most used in social science. In order to verify the mediating effect, we analyzed the mediating effect by using PROCESS MACRO 3.0 which reveals the mediating effect through bootstrapping verification. Findings - First, online survey results showed that the types or factors of apartment brand image affecting brand attitude are aesthetic image and luxury image. In addition, residential satisfaction perceptions affecting brand attitude were found to be factors of excellence in housing satisfaction such as convenience facilities, practicality, nature, neighborhood and location. On the other hand, luxury image only affects brand image factors that affect brand loyalty. Furthermore, the factors of residential satisfaction perceptions on brand loyalty were practical environment, neighborhood environment and location. Lastly, both types of brand attitudes showed mediating effects. Research implications or Originality - Practical implications of the study can be derived from empirically verifying how apartment brand image and residential satisfaction affect brand attitude and brand loyalty.