{"_buckets": {"deposit": "e038b70d-81c0-443b-a56b-6315f48e8106"}, "_deposit": {"created_by": 20, "id": "10277", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "10277"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00010277", "sets": ["1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Brand Image and  Product on Customer Willingness to Pay Towards Royal Canin Pet Food at Pet  Choice ( Hnin Eaindaray Myint Myat, 2024)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to analyze the mediating effect of customer satisfaction between \nbrand image and customer willingness to pay and to analyze the mediating effect of \ncustomer satisfaction between products and customer willingness to pay towards Royal \nCanin pet food at Pet Choice. Both primary and secondary data are applied. With \nunknown total population, the sample size is 384 customers, which is calculated by using \nthe Raosoft sample size formula. To collect the primary data, personal interview method \nthrough structured questionnaires is used for this research. A structured questionnaire \nwith a five-point Likert scale is applied. Data collection took place during April and May, \n2024. A systematic sampling method was employed. Every fifth customer to buy the pet \nfood from Pet Choice is asked to collect the primary data for this study. Secondary data \nare collected from Royal Canin’s company documents, relevant text books, some \nprevious papers, records of Pet Choice pet shop and some related online resources.\nDescriptive statistics and liner regression analysis are used to analyze the data. Based on \nthe multiple regression analysis, the study found that brand image, product, customer \nsatisfaction have significant and positive effect on customer willingness to pay.\nAccording to the result of Sobel test, a mediating effect of customer satisfaction is found \non the relationship between Royal Canin\u0027s brand image and product on customer \nwillingness to pay at Pet Choice. Royal Canin should use its brand strength and product \nquality to boost customer satisfaction and customer willingness to pay at Pet Choice pet \nshop."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2024-12-03"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Hnin Eaindaray Myint Myat, MBAII-25, 26th Batch.pdf", "filesize": [{"value": "1.1 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1100000.0, "url": {"url": "https://meral.edu.mm/record/10277/files/Hnin Eaindaray Myint Myat, MBAII-25, 26th Batch.pdf"}, "version_id": "3f49759e-baed-4881-9390-f5d6c44413a0"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Thin Nwe Oo"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Hnin Eaindaray Myint Myat"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2024-07-01"}, "item_title": "The Effect of Brand Image and  Product on Customer Willingness to Pay Towards Royal Canin Pet Food at Pet  Choice ( Hnin Eaindaray Myint Myat, 2024)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965660463"], "permalink_uri": "https://meral.edu.mm/records/10277", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2024-12-03"}, "publish_date": "2024-12-03", "publish_status": "0", "recid": "10277", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Brand Image and  Product on Customer Willingness to Pay Towards Royal Canin Pet Food at Pet  Choice ( Hnin Eaindaray Myint Myat, 2024)"], "weko_shared_id": -1}