• Journal of Families and Better Life
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• v.24 no.2 s.80
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• pp.27-42
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• 2006

This study examined consumers' awareness of apartment brands and the purchase intention of apartments with brand names. This study compared apartment brand awareness with purchase intention in terms of consumers' socio-economic and housing characteristics. Also, it identified the factors that influence consumers' awareness and purchase intention of apartment brands. The data were obtained via a questionnaire completed by adults 20 years of age and olde. (N=383), and were analyzed by t-tests, ANOVA, chi-square tests, multiple regression, and logistic regression analyses. The findings of this study are as follows: First, both consumers' awareness and purchase intention of apartment brands were higher among married males in their 30s and 40s than among unmarried females in their 20s and 50s. For consumers who had graduated from graduate schools, both awareness and purchase intention of apartment brands were lower than other groups. Second, consumers dwelling in apartments or row houses showed higher awareness of apartment brands. And those who lived in row houses were more likely to consider purchasing apartments with brand names. Third, every factor of consumers' housing values was higher than the middle point of the scale. Especially, economic and social values of housing were important factors for both awareness and purchasing intention of apartment brands. Fourth, the apartment brand awareness had a positive effect on the purchase intention of the apartments with their own brands.

• The Journal of the Convergence on Culture Technology
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• v.4 no.3
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• pp.179-184
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• 2018

The purpose of this study was to investigate changes to visual expressions in apartment sales ads in newspapers since the 2000s. For this purpose, the study compared and examined advertisements in 2010~2018 for their content. Apartment sales ads in the newspapers of Busan were analyzed according to the types of visual expressions and advertisement models. The brands(national and local brands) were categorized according to the types of visual expressions(copywriting-centric, visual-centric, and mixed ones) and whether an advertisement model was used or not(used and not used). The findings show that visual-centric ads were most used in apartment sales ads by national brands in 2010~2011 and recorded a higher usage rate by local brands during the same period. In 2017~2018, mixed forms of visual expressions were used more in the ads. The percentage of visual-centric ads made a considerable decrease among local brands. As for the use of advertisement models, most of the brands used one in 2010~2011, but advertisement models almost disappeared in apartment sales ads in 2017~2018. These differences were more prominent among local brands. The findings indicate that there were differences in expressive strategies in apartment sales ads among brands. The findings are expected to provide useful practical implications for the visual expression strategies of apartment sales ads.

• The Journal of the Convergence on Culture Technology
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• v.4 no.3
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• pp.127-132
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• 2018

This study set out to examine message orientation in advertising expression through the content analysis of apartment sales advertisements in Busan. For this purpose, the study analyzed newspaper ads about apartment sales in the Busan area in terms of advertising appeal methods and message types. Advertising appeal methods(rational and emotional appeal) and message orientation(environmental, emotional, investment, and functional orientation) were categorized according to brands(nationwide and local brands). The findings show that most of apartment sales ads in Busan used a rational appeal method. While nationwide brands used rational and emotional appeal in similar percentage, local brands used a lot of rational appeal. Of the types of advertising message orientation, investment and emotional orientation recorded the highest percentage. Messages of investment orientation to show economic profit or premium were used most, being followed by messages of emotional orientation to show pride and happiness. These findings were interpreted to display differences in strategies for advertising expressions among brands. The findings are expected to offer useful practical implications for message strategies for apartment sales ads.

• Journal of the Korean housing association
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• v.20 no.6
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• pp.11-18
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• 2009

The apartments of South Korea has developed enormously from 1960's to the present. Nevertheless, People have not paid much attention to the exterior colors used in the apartments. For this reason, this study tries to understand the differences of the colors between each brands and areas based on the newly-built apartments in Jeonju and Gunsan, and this focuses on the colors used in the main buildings, public facilities, playgrounds, and the main entrances. According to the research, although six-cases all showed that YR was higher than any other color patterns, but there were differences from both the brands and the areas. Both the colors and the materials, as distinguished by the brands, were more diverse in the apartments by the small or medium businesses than in those by the big businesses. Moreover, when the identical brands were observed in Jeonju and Gunsan, the differences between the areas was more recognizable than the differences between the brands. Both the colors and the materials, as distinguished by the areas, had more varieties in Gunsan than in Jeonju. It was because Gunsan had many diversities in natural, historical or social backgrounds, as compared to Jeonju. Unlike other studies, this study researched public facilities as well as the main buildings so that it was possible to perceive the harmony of the colors in the apartment complex; however, the cases used in this study were limited numerically.

• Journal of the Korea Institute of Building Construction
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• v.8 no.1
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• pp.77-82
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• 2008

In the housing market, the construction company started to recognize the importance of the brand power since 1998. Many brand names of apartment construction company have newly formed and many apartments are representative of the brands of construction company by quality of apartment construction and service after hand apartment over to owner with many other elements of their brands. According to these trends in the housing market, it should be also interested in improving the value of brand name in apartment construction. The former researches have been achieved several topics in only a specific target market about the distinction of apartment's plan, the examination of preference, and the satisfaction survey of inhabitants etc. But construction company don't have developed any available marketing strategy according to construction location and regional characteristics. Nowadays, they should be interested in improving the value of apartment brand. Therefore, this research was conducted by interviewing and surveying preference factor, which factors are considered by consumer when consumers purchase apartment house, to compare the two regions such as Metropolis and Cities. The purpose of this research is to provide the preference trend of apartment house in the future to construction company by comparing consumer's preference examination.

• Journal of the Korean Institute of Landscape Architecture
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• v.34 no.6 s.119
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• pp.87-100
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• 2007

This study analyzed the key words in Korea's leading apartment brands and newspaper advertisements to examine especially their view-oriented advertising characteristics and green marketing properties. Four study topics were established and examined for this purpose. The following are the results; 1. The key words on apartment brands and catch phrases are $\ulcorner$emotion-oriented$\lrcorner$ words, such as taste, pride, and happiness, and $\ulcorner$environment-oriented$\lrcorner$ to appeal to customers with beautiful views of the nature. Also key words on newspaper advertisement headlines stress views for $\ulcorner$environment-oriented$\lrcorner$ characteristics as well as $\ulcorner$emotion-oriented$\lrcorner$ characteristics for elegance and luxury, and $\ulcorner$function-oriented$\lrcorner$ characteristics for the future. Views, nature and park are key words and everything about illustration that are especially emphasized even on the headlines of newspaper advertisements. 2. Unlike brands or headlines, sub-headlines and body copies stress $\ulcorner$modern-oriented$\lrcorner$ characteristics for life, culture, and accessibility, followed by $\ulcorner$emotion-oriented$\lrcorner$ characteristics. Key words on caption were also highly $\ulcorner$modern-oriented$\lrcorner$, followed by $\ulcorner$environment-oriented$\lrcorner$ and $\ulcorner$function-oriented$\lrcorner$ characteristics for practical aspects. 3. In result of $X^2-test$, $\ulcorner$environment-oriented$\lrcorner$ key words that convey good views, naturalism, parks, and nature are the major representation of green marketing strategies of apartment brands and newspaper advertisements. However, brands were strongly $\ulcorner$emotion-oriented$\lrcorner$, whereas captions were $\ulcorner$modern-oriented$\lrcorner$ and body copies were $\ulcorner$investment-oriented$\lrcorner$. Both apartment brands and advertisements were consistently $\ulcorner$environment-oriented$\lrcorner$, but were not consistent in other factors. 4. Different parts of newspaper advertisements are focusing on green marketing strategies in terms of environmental protection, but are actually leaning toward modern-oriented lifestyles and accessibility. Thus, it is more well-being marketing rather than green marketing. To pursue true green marketing despite the limits of newspaper advertisements, it is necessary to present products and pricing strategies that represent sustainable.

• Korean Institute of Interior Design Journal
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• v.20 no.5
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• pp.105-113
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• 2011

Brand is a useful tool for modem people living under the age of the brand, to explain the information of their products by differentiating themselves from others. It also represents the value of company and plays a major role convincing customers. Even living space brands are no exception. According to the development of marketing management ability, living space brands require the new sales strategy to dominate the market over the business competition, and plan differently for a changing market environment. On such account, companies are commercializing the living space via establishing its brands. Thus the study will cover the living space differentiation strategies for promoting the brand images of respective construction companies and will strive to compare and analyze the differentiation strategy factors that construction firms are pursuing through case analysis framework. Moreover, it's objective focuses on materializing the strategies of living space in accordance to the brand application elements.

• Proceeding of Spring/Autumn Annual Conference of KHA
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• 2009.11a
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• pp.268-271
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• 2009

The apartments rapidly has developed since 1960's in South Korea. Nevertheless, peoples take no interest in the exterior colors used in the apartments. For this reason, purpose of this study surveies the colors used in the main buildings, public facilities, playgrounds and the main entrances, and knows differences of each brand and areas in Jeonju and Gunsan. According to the research, YR was higher than any other color, we recognize differences from the brands and the areas. A distinction of brands is variety of materials and colors in the apartments by the small or medium businesses than in those by the big businesses. A difference of area is more diverse both colors and materials in Gunsan than in Jeonju. It is found that Gunsan is more various backgrounds than Joenju. This study researches the harmony of the colors in the apartment complex; however, the cases used in this study are limited numerically.

• Korean Institute of Interior Design Journal
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• v.21 no.5
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• pp.85-97
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• 2012

This study is aimed to identify the color characteristics of the current Korean Brand Apartment, focused on the color of kitchens and dining rooms in the cyber model houses. The Brands which were selected for this study ranked from first to fifth in the contractor ranking and now account for 64 percent of the apartments in sale in Seoul and Gyeonggi Province. In addition, the size between $99m^2$ and $165m^2$ were selected, because it was most preferred at the 2011 survey for user preference on the size of apartment. As this study is for the colors shown on the monintor, colors were extracted from the images of web site with L*, a*, b*. And then, they were converted to Munsell values through computer program, which values were used to identify the color characteristics of hue, tone and to apply the theory of Moon Spencer. The result of the study on the color characteristics of the kitchen and dining room of the five brands' apartments is as follows. Regarding the color use, most of the brands used Y and YR color while as the accent color, P, PB and G were used. This result of main color use for hue was same as the guideline by the literature review, but color for tone showed the difference between brands and the difference between sizes. Next, regarding the color combination, first ambiguity of color harmony was shown the most. And the larger the size was, the more the contrast of color harmony was shown. It means that the color tone had close relation with the sizes of households.

• Journal of the Korean housing association
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• v.20 no.2
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• pp.87-99
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• 2009

The brand is getting more important purchase factor in apartment market, so domestic construction companies have tried to differentiate it from others by creating the unique brand image. The purpose of this study was to investigate consistency of apartment brand image 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, an empirical study using a survey questionnaire for residents living in 4 different brand apartments in Dongtan, Hwasung city was conducted. The collected data were treated with the SPSS Win Program 14.0. The study indicates that residents living in brand apartment generally preferred natural friendly image, high-class image and modern image to the others. And at first apartment brand images were created with image advertising on TV, catalog for sale and model house tour, but residents have most needs for customer service reflected in brand images. The study also has found that brand images in each process including publicity, design and customer service were not intergrated. However brand image intergration had positive effects on residential satisfaction and customer loyalty. The results of the study are expected to become the useful data in developing sustainable apartment brands and building effective marketing strategy of construction companies.