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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

http://hdl.handle.net/20.500.12678/0000001067
http://hdl.handle.net/20.500.12678/0000001067
b719883c-d9cf-491a-9358-533b3a2422b5
2f2bccb9-5e62-4318-b56b-a42fa0f38263
None
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Kaung Kaung Satt Paing (MBA - 60).pdf (548 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title THE EFFECT OF BRAND EXPERIENCE ON BRAND LOVE AND BRAND LOYALTY OF ERKE SPORTSWEAR USERS IN YANGON
Language en
Publication date 2019-12
Authors
Kaung Satt Paing (MBA - 60)
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.
Identifier https://ecor.yueco.edu.mm/handle/123456789/829
Journal articles
Yangon University of Economics
Conference papaers
Books/reports/chapters
Thesis/dissertations
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