Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Influence of Convergence Apartment Brand Image on Brand Loyalty : The Consumer-Brand Relationship Quality on the Mediating Effect

융복합 아파트 브랜드 이미지가 브랜드 애호도에 미치는 영향에 관한 연구 : 소비자-브랜드 관계품질의 매개효과를 중심으로

  • Hwang, Dong-Ryong (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Lee, Seung-Hee (Dept. of Business Administration, Kumoh National Institute of Technology)
  • 황동룡 (금오공과대학교 경영학과) ;
  • 이승희 (금오공과대학교 경영학과)
  • Received : 2015.08.25
  • Accepted : 2015.10.20
  • Published : 2015.10.28
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Abstract

Because modern people are not preferred on the relationship between the brand and there is no reliable target in accordance with the traditions and community collapse, the public stable state of mind in a world that changes rapidly as the exit filled through the psychological emptiness, the relationship between consumers and brands, which this time occurs It will be able to maintain. The purpose of this study is to analyze the mediating effect of the convergence apartment brand relationship quality influence on the relationship between brand loyalty. The results of the analysis are as follows. First, the image of the brand showed a positive (+) effects on loyalty. Second, the image on the brand showed a positive(+) effect on the relationship quality. The third relationship quality brand image and brand loyalty will be mediated. Results in apartment construction companies as a result of the mediating effects influence the quality of the relationship between consumers and the brand image and loyalty and feel to consumers and to enforce effective marketing strategy may also be pursued strategies accordingly.

현대인들이 브랜드와의 관계에 선호하는 것은 전통과 공동체가 무너짐에 따라 안정적인 대상이 없기 때문이며, 대중들은 이때 발생하는 심리적인 공허함을 소비자와 브랜드의 관계를 통하여 채워나감으로써 빠르게 변화하는 세상에서 안정된 심리상태를 유지할 수 있게 되는 것이다. 본 연구는 융복합 아파트 브랜드가 브랜드 애호도에 미치는 영향관계에서 관계품질의 매개효과를 분석하는 것이다. 분석의 결과는 다음과 같다. 첫째, 브랜드의 이미지가 애호도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 브랜드의 이미지가 관계품질에 정의(+)의 영향을 미치는 것으로 나타났다. 셋째 관계품질 소비자-브랜드가 브랜드 이미지와 애호도에 매개될 것이다. 연구결과로 아파트 건설사들이 소비자에게 느끼는 브랜드 이미지와 애호도와의 영향관계와 소비자 관계품질의 매개효과 결과로 마케팅 전략을 효율적으로 집행할 수 있고 이에 따른 전략도 추구할 수 있다.

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