{"_buckets": {"deposit": "b24dc877-86fd-48aa-94a0-8ac8316eb702"}, "_deposit": {"created_by": 20, "id": "11970", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "11970"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00011970", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Brand Equity on Customer Buying Behaviour at Yum Myanmar Instant Noodles (Yamin Khin, 2025)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The study aims to analyze the effect of brand equity components such as brand\nawareness, perceived quality, brand associations and brand loyalty on consumer\nbuying behavior. The target population consists of consumers in Yangon who are\nfamiliar with or have purchased Yum Yum instant noodles. The study used a\nsystematic sampling technique to select a total of 385 respondents. A quantitative\nresearch method is applied. The results find that brand loyalty, perceived quality and\nbrand awareness significantly influence consumer buying behavior, while brand\nassociations do not have a significant effect. Brand loyalty emerged as the most\ninfluential factor. These findings demonstrate that loyalty-building, consistent product\nquality and enhanced brand visibility practices could improve consumer buying\nbehavior. Therefore, Yum Yum Myanmar should implement strategies focusing on\ncustomer loyalty programs, maintaining high-quality standards, and increasing brand\nawareness through targeted marketing and emotional branding. Based on these results,\nit is recommended that Yum Yum Myanmar prioritize loyalty-building strategies,\nmaintain consistent product quality, enhance brand visibility, and invest in emotional\nbranding to strengthen customer connection and market position."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2025-10-16"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Yamin Khin, MMM II-44, MMM 3rd Batch.pdf", "filesize": [{"value": "983 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 983000.0, "url": {"url": "https://meral.edu.mm/record/11970/files/Yamin Khin, MMM II-44, MMM 3rd Batch.pdf"}, "version_id": "b25e3726-182f-45cd-b142-cb3b5580494c"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Phu Pwint Nyo Win Aung"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Yamin 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": "The Effect of Brand Equity on Customer Buying Behaviour at Yum Myanmar Instant Noodles (Yamin Khin, 2025)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/11970", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2025-10-16"}, "publish_date": "2025-10-16", "publish_status": "0", "recid": "11970", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Brand Equity on Customer Buying Behaviour at Yum Myanmar Instant Noodles (Yamin Khin, 2025)"], "weko_shared_id": -1}