연구 요약
연구 요지 (AI)
REITs의 브랜드 이미지 제고를 위한 통합 마케팅 실행 가능성을 탐색했다.
초록
The purpose of this study is to find the feasibility of Integrated Marketing Communication(;IMC) about Korean Real Estate Investment Trusts(;REITs) which opened institutional way in Korea 2001. 7. we can expected that `trust` will be a critical problem in operation of REITs. To gain the trust, Brand Image of the REITs should be managed with a viewpoint of long-term. its pratical way, IMC could be mentioned. Among the four dimentions of IMC(Chan wook Park, 2001), This study is about `Integrated Management of Brand Image` on REITs. Investors will entrust their fund only when they can trust the Brand Image of REITs.
발행 정보
2001. 한국부동산분석학회 『부동산학연구』 Vol.7 No.2