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FACTORS INFLUENCING BRAND TRUST AND PURCHASING BEHAVIOR OF CUSTOMERS FOR JOHNSON & JOHNSON PRODUCTS (Aye Aye Moe Paing, 2019)

http://hdl.handle.net/20.500.12678/0000001498
d379b1a3-cafd-4a8f-9f89-9b67b29c9fae
17f54cbc-b4da-42f2-8551-b0c5311a8334
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Aye Aye Aye Moe Paing (MBA - 59).pdf (2679 Kb)
Publication type
Thesis
Upload type
Other
Title
Title FACTORS INFLUENCING BRAND TRUST AND PURCHASING BEHAVIOR OF CUSTOMERS FOR JOHNSON & JOHNSON PRODUCTS (Aye Aye Moe Paing, 2019)
Language en
Publication date 2019-12-01
Authors
Aye Aye Moe Paing
Description
The purpose of this study is to analyze the factors influencing brand trust and to
investigate the effect of brand trust on consumer’s purchasing behavior towards Johnson &
Johnson products. The data is collected from 380 of Johnson & Johnson product users in
Yangon by using personal interview method. The results indicate that brand credibility and
brand intimacy have positive effect on cognitive brand trust. Thus, marketer needs to
provide customer’s expectation and use effective communication with customers to be
more familiar with the products. Moreover, brand innovativeness and brand intimacy have
also positive effect on affective brand trust. Therefore, marketers need put more effort in
innovate digital advertising and try to provide comfortable feeling to customers. In this
study, brand trust has positive effect on all elements of purchasing behavior with Johnson
& Johnson products. According to the study, most customers are ready to accept new
products of Johnson & Johnson brand and committed to that brand. Moreover, customers
have strong desire to continue their purchase and give positive words of mouth information
to others. Thus, marketers need to retain the existing brand trust of Johnson & Johnson
customers.
Journal articles
Yangon University of Economics
Thesis/dissertations
Yangon University of Economics
Dr. Myint Myint Kyi
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0
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