抄録
City and place marketing is highly recognized in urban planning and management. As one of the brand marketing resources, the brand and brand equity of residential areas draws considerable attention. No attempt was made in previous studies to explore the components of brand equity, causality of components and measurement strategies of brand equity in residential areas. This study establishes a conceptual model to estimate the brand equity in residential areas and to identify a method for evaluating brand equity components with their relationships using modification of general goods and services through a brand equity evaluation model. The results indicate that brand awareness and brand personality have a direct influence on brand equity, while perceived quality has an indirect influence due to intermediation by reputation. In addition, brand awareness, perceived quality, and reputation in Bundang are higher than those in Ilsan.
