2024-03-28T10:13:40Z
https://meral.edu.mm/oai
oai:meral.edu.mm:recid/00008272
2022-07-16T06:26:39Z
1582963436320:1582965660463
The Effects of Product Innovation and Brand Equity on Brand Resonance of Suzuki Car Users in Yangon
Saw Dave Po Gay
This study seeks to investigate the effects of product innovation and brand equity
on brand resonance of Suzuki car users in Yangon. In this study, data is collected from
120 respondents of Suzuki car users in Yangon using structured questionnaires. Simple
random sampling method is applied to collect the data. This study employs both
descriptive and analytical research methods. The research shows that goods innovation
has a positive effect on brand awareness, brand image and brand leadership of Suzuki
automobile. Service innovation has a significant effect on brand loyalty and brand image
of Suzuki car. Some dimensions of brand equity including brand awareness, brand image
and brand leadership also significantly effect brand resonance of Suzuki car users.
Therefore, this study shows that the higher and better brand resonance of Suzuki car users
results from advanced technological features and strategic services of brand leadership
through innovative goods and services of Suzuki automobile. Thus, Suzuki Myanmar
Motor needs to consider product innovation and brand leadership as high priorities and
should maintain and keep growing product innovation activities of goods and services in
order to ensure the long-term success of the company.
2022-04-01
https://meral.edu.mm/records/8272