{"_buckets": {"deposit": "1d7246fb-1e57-4aa0-923d-de3e4d545c16"}, "_deposit": {"created_by": 20, "id": "11963", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11963"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011963", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Digital Marketing Practices, Brand Awareness and Brand Loyalty at Alpine (Thet Oo Khin, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study investigates the effect of digital marketing practices on brand\nawareness and brand loyalty toward Alpine Purified Drinking Water in Yangon.\nFocusing on five key digital marketing dimensions social media marketing, content\nmarketing, email marketing, online advertising, and pay-per-click (PPC) marketing\nthe research adopts a quantitative approach using structured questionnaires\nadministered to 385 respondents. Data were analyzed using descriptive statistics,\ncorrelation analysis, and regression techniques. The results indicate that all five digital\nmarketing practices have a significant positive relationship with brand awareness,\nwith social media marketing followed by content findings. Furthermore, a strong\npositive relationship was found between brand awareness and brand loyalty,\nconfirming that increased visibility and engagement lead to greater consumer\ncommitment. Based on the findings of Objective two, it is found that all of digital\nmarketing practices have somewhat level of effects on brand awareness at Alpine.\nAccording to the objective three, it can be stated that regression analysis of brand\nawareness has approximately moderate level of effect on brand loyalty. The findings\nhighlight the effectiveness of Alpine’s digital marketing strategies in enhancing its\nbrand presence and fostering customer loyalty in a competitive urban market. This\nstudy offers practical insights for marketers and brand managers in the purified water\nindustry and provides a foundation for future research into consumer behavior and\ndigital branding strategies."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-10-15"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "THET OO KHIN, MMM II-38, MMM 3rd Batch.pdf", "filesize": [{"value": "883 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 883000.0, "url": {"url": "https://meral.edu.mm/record/11963/files/THET OO KHIN, MMM II-38, MMM 3rd Batch.pdf"}, "version_id": "90c2114a-5ba6-43bb-a9fb-d40e99f40ee2"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Prof. Dr. May Su Myat Htway Aung"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Thet Oo Khin"}]}]}, "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": "2025-06-01"}, "item_title": "Digital Marketing Practices, Brand Awareness and Brand Loyalty at Alpine (Thet Oo Khin, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/11963", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-10-15"}, "publish_date": "2025-10-15", "publish_status": "0", "recid": "11963", "relation": {}, "relation_version_is_last": true, "title": ["Digital Marketing Practices, Brand Awareness and Brand Loyalty at Alpine (Thet Oo Khin, 2025)"], "weko_shared_id": -1}