An Exploratory Study on the Intergrated Image of Apartment Brand - Focused on Publicity, Design and Customer Service -

아파트 브랜드의 이미지 통합을 위한 기초 연구 - 홍보, 계획, 고객서비스 단계를 중심으로 -

The brand is getting more important purchase factor in apartment market, so domestic construction companies have tried to differentiate it from others using the unique brand image. The purpose of this study is to investigate consistency brand images as a process which includes publicity, design and customer service and to analyze how using intergrated brand image affects brand preference and purchasing intention. To examine hypotheses, empirical study survey questionnaire for consumers who reside in 4 different brand apartments in Dongtan, Hwasung city is conducted. The results of the study are expected to become the useful data in developing sustainable apartment brand and building the marketing strategy of construction companies.