2026-05-02T09:45:42Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/1638 2024-05-26T18:29:45Z 1582963436320:1582965660463 user-yueco

THE EFFECT OF BRAND IMAGE AND PRODUCT ATTRIBUTES ON REPURCHASE INTENTION OF IPANEMA (Hayman Kyaw, 2019) Hayman Kyaw This study aims to evaluate the effect of brand image and product attributes on customer satisfaction and repurchase intention of Ipanema. Analytical research method is used to explore the objectives of the study. The structured questions are asked to 126 respondents who purchase Ipanema shoes from Myanmar Plaza, Hledan, Junction Square, Dagon Centre, Junction Mawtin, Junction City, Sein Gay Har, City Mall, Yankin Centre in Yangon. The results show that brand image and product attributes of design, durability, comfort and price significantly influence on customer satisfaction of Ipanema. Furthermore, customer satisfaction has a positive effect on repurchase intention to Ipanema. Therefore, Ipanema marketers should build positive brand image and provide better product attributes to increase customer satisfaction and to promote repurchase intention on Ipanema. 2019-12-01 http://hdl.handle.net/20.500.12678/0000001638 https://meral.edu.mm/records/1638