2024-03-29T02:07:30Z
https://meral.edu.mm/oai
oai:meral.edu.mm:recid/1705
2021-12-13T02:16:09Z
1582963436320:1582965660463
user-yueco
THE EFFECT OF PROMOTIONAL MIX ON BRAND EQUITY AND BRAND RESONANCE OF CLEAR SHAMPOO IN YANGON
Htet Htet Aung (MBA - 2)
This study aims to examine the effect of promotional mix on brand equity and to
analyze the effect of brand equity on brand resonance of Clear Shampoo by Unilever
Myanmar in Yangon. The data are collected from 396 sample respondents of Clear
Shampoo users in Botahtaung Township by using simple random sampling method
through structured questionnaire. In this study, it is found that advertising, personal
selling and public relations have strong effect on brand awareness, and all promotional
mix have strong effect on brand associations. Advertising, sale promotions, direct
marketing and public relations have strong effect on perceived quality, and sale
promotions and direct marketing have strong effect on brand loyalty. This study finds that
brand associations, perceived quality and brand loyalty strongly affect brand resonance.
The study recommends that the company should increase sale promotions for brand
loyalty to achieve strong brand resonance.
2019-12
http://hdl.handle.net/20.500.12678/0000001705
https://meral.edu.mm/records/1705