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

THE EFFECT OF BRAND EQUITY ON BUYING BEHAVIOR OF SCG CEMENT IN YANGON

http://hdl.handle.net/20.500.12678/0000001355
http://hdl.handle.net/20.500.12678/0000001355
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35f18764-7183-4dc4-9d02-2b08d264f1b9
None
Preview
Name / File License Actions
Hsu Hsu Pyae Ko (MBA - 27).pdf (302 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title THE EFFECT OF BRAND EQUITY ON BUYING BEHAVIOR OF SCG CEMENT IN YANGON
Language en
Publication date 2019-11
Authors
Hsu Pyae Ko (MBA - 27)
Description
This study aims to examine the influencing factors on brand equity of SCG
Cement and to analyze the effect of brand equity on buying behavior of SCG Cement.
The structured questionnaire for this survey is used to collect data from the customers
who use SCG cement for construction in Yangon. According to the analysis, product
quality, perceived value and customer communication have positive effect on brand
awareness. For brand associations, product quality, distribution and brand image are the
most influencing factors. For perceived quality and brand loyalty, product quality and
brand image are the most influencing factors. It is also found that among the four
elements of brand equity, brand awareness, perceived quality and brand loyalty have
positive significant effect on buying behavior. Therefore, SCG cement should implement
more corporate social responsibility in the society to maintain and increase brand equity
of SCG cement.
Identifier https://ecor.yueco.edu.mm/handle/123456789/823
Journal articles
Yangon University of Economics
Conference papaers
Books/reports/chapters
Thesis/dissertations
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