아파트 가격에서 브랜드가 차지하는 가치 비중에 관한 연구 - 부산 해운대구 우동 및 반여동을 중심으로 -

Abstract

The purpose of this study is to identify the factors influencing the apartment sales price in Udong and Banyeodong apartments in Haeundae-gu, Busan, and to determine the weight of brand value in the apartment sales price among apartments. The actual transaction price was used as a dependent variable, and the structural, complex, location, and brand characteristics of apartments were analyzed using independent variables. As a result of the analysis, the variables that have had a significant effect on the actual trading price of apartments in the past 5 years are ‘private area’, ‘year of occupancy’, ‘total number of households’ and ‘brand’ and ‘park’ In the case of the ‘Accessibility’ variable, Udon was positive (＋) and Banyeodong was negative (－). In the same autonomous region, the variables affecting apartment sales prices were different. In addition, it was found that the brand value weighting affects the price of apartment sales in both U-dong and Ban-yeo-dong areas than in non-branded apartments. In addition, it was confirmed that even in brand apartments, there was a difference in the price and the proportion of the difference between regions. Therefore, it is possible to confirm the importance of brand value in both regions when consumers select apartments. This study can be said to be meaningful in that it suggests implications for supply and demand of brand apartment through the importance of apartment brands and the value of brand value in apartment prices.