2026-05-30T23:45:10Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011970 2025-10-16T05:27:16Z 1582963436320 1582963436320:1698989833663

The Effect of Brand Equity on Customer Buying Behaviour at Yum Myanmar Instant Noodles (Yamin Khin, 2025) Yamin Khin The study aims to analyze the effect of brand equity components such as brand awareness, perceived quality, brand associations and brand loyalty on consumer buying behavior. The target population consists of consumers in Yangon who are familiar with or have purchased Yum Yum instant noodles. The study used a systematic sampling technique to select a total of 385 respondents. A quantitative research method is applied. The results find that brand loyalty, perceived quality and brand awareness significantly influence consumer buying behavior, while brand associations do not have a significant effect. Brand loyalty emerged as the most influential factor. These findings demonstrate that loyalty-building, consistent product quality and enhanced brand visibility practices could improve consumer buying behavior. Therefore, Yum Yum Myanmar should implement strategies focusing on customer loyalty programs, maintaining high-quality standards, and increasing brand awareness through targeted marketing and emotional branding. Based on these results, it is recommended that Yum Yum Myanmar prioritize loyalty-building strategies, maintain consistent product quality, enhance brand visibility, and invest in emotional branding to strengthen customer connection and market position. 2025-06-01 https://meral.edu.mm/records/11970