Earticle

초록

영어

This study analysis the brand image of apartment which we want to notify consumers in current advertisement of apartment, and provided the basis of marketing through the discrimination by the investigation on what kind of brand image the consumers prefer according to the consumers characteristics based on the analysis.
We expect that the results of this research will help the house building enterprises to cope with the present situation which the brand is playing an important role in the strategy of apartment marketing and the consumption desire of consumers and those results will be useful in the development of more competitive apartments.

목차

Abstract
 1. 서론
  1.1 연구의 목적 및 배경
  1.2 연구 범위 및 방법
 2. 브랜드 이미지의 일반사항
  2.1 브랜드 이미지의 개념과 구조
  2.2 아파트 브랜드 이미지
 3. 소비자 특성에 따른 브랜드 이미지 선호도 조사 분석
  3.1 조사개요
  3.2 조사결과 및 분석
 4. 결론
 참고문헌

저자

• 소병로 [ So, Byung Ro | 동아대 산업대학원 건축공학과, 석사과정 ]
• 우광민 [ Woo, Kwang Min | 동아대 대학원 건축공학과, 박사수료 ]
• 이학기 [ Lee, Hak Ki | 동아대 건축학부 부교수, 공학박사 ]

참고문헌