2026-05-01T02:35:22Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/1727 2024-05-26T18:51:08Z 1582963436320:1582965660463 user-yueco

THE EFFECT OF BRAND TRUST ON PURCHASING BEHAVIOR OF YANGOODS CUSTOMERS (Khin Yadanar Tun, 2019) Khin Yadanar Tun The study aims to analyze the factors influencing on cognitive and affective brand trust, and to investigate the effect of cognitive and affectivebrand trust on purchasing behavior of Yangoods customers. In order to meet research objectives, both primary data and secondary data are used. The primary data are collected from 297 respondents who actually purchase Yangoods products by following its facebook page. The secondary data are collected from relevant textbooks, articles, and previous research papers and from the published papers and from related websites. The findings indicate that the influences of all three factors such as social factors, cultural factors and social responsibility factors have the strongly effect on brand trust. It is also found that both cognitive and affective brand trust have the positive effect on purchasing behavior of Yangoods customers. It can be assumed that brand trust can lead to purchasing behavior of Yangoods customers. As the suggestions for the company, it could make more effort in renovation of Burmese (Myanmar) cultural designs and try to keep the present achievements in social influence and social responsibilities. 2019-12-01 http://hdl.handle.net/20.500.12678/0000001727 https://meral.edu.mm/records/1727