2026-04-04T11:01:06Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008241 2024-06-10T01:42:30Z 1582963436320:1582965660463

Brand Resonance of Customers on Caterpillar Electric Power Generator Myan Shwe Pyi Tractors Limited (Thura Min Swe, 2022) Thura Min Swe This study aims to examine the brand resonance of customers on Caterpillar electric power generator by analyzing the brand building practices of Myan Shwe Pyi Tractors Limited (MSPTL), authorized dealer of Caterpillar in Myanmar. To reach the study objectives, this study is specified and tested by using multiple linear regression analysis. In this study, the simple random sampling method is used to select one hundred of the respondents among two thousands customers. Their responses are gathered through questionnaire surveys with a self-administered questionnaire. The result of this study indicates that the antecedents of brand resonance of customers on Caterpillar generator are positively affect to its brand resonance. It is, however, found that brand performance has a negative effect on one of the elements of the brand resonance such as, brand attachment. Moreover, the study found that customer satisfaction has a high positive significant effect on brand resonance of Caterpillar generator in MSPTL. The study also reveal that there is a mediation between the independent variable of antecedents of brand resonance and dependent variable of brand resonance of Caterpillar generator, while customer satisfaction is as a mediator, on the relationship between them. The study highly recommends the company that they should focus on their brand building practices by bottom-up approach of the brand resonance pyramid and their customer satisfaction in order to reach the better brand relationship at the highest level of the brand resonance pyramid. 2022-03-01 https://meral.edu.mm/records/8241