| Title |
Research on the Relationship between Apartment Brands and Consumer Housing Satisfaction |
| Authors |
Kim Kyung-Sook ; Kim Jae-Jun ; Kim Ju-Hyung |
| Keywords |
Apartment Brands ; Housing Satisfaction ; Prediction Model ; Marketing |
| Abstract |
In an effort to secure competitive edges by increased product differentiation, construction firms began to market name brand apartments. Thus, intensified competition between brands magnified the importance of brands themselves.
This study investigated the housing elements which affected consumer satisfaction and the relationship between them. It will serve as a reference material for the firms in establishing brand apartment strategies and make them aware that prudent brand strategy, responsible brand management and consistent quality improvement efforts are required. This study will provide consumers with purchasing standards to maintain higher housing satisfaction and enlighten them on building correct brand consciousness rather than holding blind faith in the brand names. |