2026-09-21T10:41:57Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/2758 2024-05-19T18:35:54Z 1582963436320:1582965660463 user-yueco

BRAND TRUST, BRAND AFFECTION AND BRAND LOYALTY ON VIEWSONIC BRAND PRODUCTS (Myo Myint Tun, 2019) Myo Myint Tun This study intends to explore influencing factors of marketing practices on brand loyalty through brand trust and brand affection on ViewSonic brand products. The data is collected from one hundred and eight respondents who are selected by using two-stage random sampling method. This study found that product quality, customer service, and convenience have a positive effect on brand trust while customer service, communication, and convenience have a positive effect on brand affection. Moreover, brand trust and brand affection have strongly affected on the brand loyalty of ViewSonic brand products. Therefore, it can be suggested that if the dimensions of brand trust and brand affection are high, brand loyalty is high. ViewSonic should focus on continuous innovations together with the strong value proposition, integration with business partners (co-branding), performing marketing activities to improve brand trust and brand affection in order to promote the customer loyalty on ViewSonic brand products. 2019-12-01 http://hdl.handle.net/20.500.12678/0000002758 https://meral.edu.mm/records/2758