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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

THE EFFECT OF BRAND EXPERIENCE ON BRAND LOVE AND BRAND LOYALTY OF ERKE SPORTSWEAR USERS IN YANGON (Kaung Satt Paing, 2019)

http://hdl.handle.net/20.500.12678/0000001067
http://hdl.handle.net/20.500.12678/0000001067
b719883c-d9cf-491a-9358-533b3a2422b5
a5c73f12-9db8-4eaa-b766-01f0b0f92854
None
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Kaung Kaung Satt Paing (MBA - 60).pdf (548 Kb)
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Thesis
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Title
Title THE EFFECT OF BRAND EXPERIENCE ON BRAND LOVE AND BRAND LOYALTY OF ERKE SPORTSWEAR USERS IN YANGON (Kaung Satt Paing, 2019)
Language en
Publication date 2019-12-01
Authors
Kaung Satt Paing
Description
This paper intends to identify the effect of brand experience on brand love and to
examine the effect of brand love on brand loyalty of ERKE sportswear user in Yangon. In this
study, analytical research method is used. The data are collected with structured questionnaire
from 120 respondents. It is found that the sensory experience, emotional experience, creative
cognitive experience, physical experience and social identity experience are influenced on brand
love of ERKE sportswear users. Moreover, the respondents who love ERKE brand can lead to
have brand loyalty for ERKE brand which can result for paying premium price, resisting to switch
brands and being first choice for the users. To maintain the brand love of ERKE sportswear users,
the brand marketer should consider to advertise its products by using social influencer to more
actively use in their daily activities. The findings show that the brand experience is important
when it comes to stimulate emotional responses, called brand love, which in turn contributes to
reinforce brand loyalty.
Journal articles
Yangon University of Economics
Thesis/dissertations
Yangon University of Economics
Dr. Sanda Win
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