本研究主要探討消費者在購買住宅時與品牌權益的影響。研究根據質性研究的過程，經由訪談了解受訪者對研究題目的想法和實際作為，將訪談內容資料進行整理歸納、解釋和探討得到關鍵結果。訪談對象的選擇為具有一定的社會資歷與生活經驗的社會人士，本研究訪談對象以台灣科技大學EMBA學生與老師為樣本。採用訪談大綱進行半結構式訪問。
研究發現消費者準備購買房子的時候，會先考量基本的功能需求，如坪數大小、格局配置、地點交通、生活機能等條件。房子有高單價高總價，低重複購買的特性，所以消費者在選擇房子的時候，通常會先求有再求好，滿足基本需求以後才會想要去考慮其他的因素如品牌。
消費者對住宅的品牌的認知會因為消費者背景不同而有差異，一般民眾在考量住宅的品牌時，民眾對品牌認知會是在建商和建案上，消費者重視的是公司的規模大小、資源充足、品質、良好市場的評價與口碑風評良好等面向。當消費者屬於相關不動產業的專業人士或具有足夠的產品知識時，專業消費者對住宅的品牌認知會在除建商外，還會考慮是哪一個營造廠蓋的房子，專業消費者重視的是營造廠與建商公司的規模大小、資源充足與品質良好等面向。因此專業消費者認為住宅品牌是在營造廠與建商公司。

This study focuses on the influence between consumers’ house purchase and brand equity. The study is based on the qualitative research process to study the respondents’ thoughts and practicalities on the subject. The key results are summarized from the answers of the interview. The respondents are senior persons with life experience. The respondents are EMBA students and teachers of National Taiwan University of Science and Technology. The interview is preceded with semi-structured interviews and the outlines.
Research result shows that consumers will first consider the basic functional requirements, such as area, layout, location, traffic and convenience conditions while they are considering buying a house. The house has characteristics such as high unit price, high total price and low repeat purchase frequency, so consumers usually choice the house first with the basic needs, then start to consider other factors such as brand.
Consumers’ awareness of the house brand is different because of the different consumer background. The ordinary people awareness of the house brand is in the developer company and development project. The ordinary people pay attentions on the scale of the company, resources, quality, and market reputation. When consumers are real estate industry professionals or have enough product knowledge, in additional to developer company, the professional consumer awareness of the house brand is also consider which contractor is building provider. The professional consumers pay attentions on the both companies’ conditions, such as resources, quality, and market reputation. And professional consumer’s awareness of the house brand is in the developer company and contractor.

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