{"_buckets": {"deposit": "069fac90-351d-46d8-a5f4-3a0586f55bd9"}, "_deposit": {"id": "1594", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "1594"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/1594", "sets": ["user-yueco"]}, "author_link": [], "communities": ["yueco"], "control_number": "1594", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "THE EFFECT OF CONSUMPTION VALUES ON BRAND LOYALTY OF HAIR CARE PRODUCTS IN YANGON (May Myat Su Aung, 2019)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The purposes of this study are to examine the effect of consumption values on brand\r loyalty of hair care products and to analyze the influence of brand loyalty on repurchase\r intention of hair care products. The data are collected using structured questionnaires from\r 385 consumers of hair care products who are randomly chosen from beauty stores such as\r Beauty Diary in Yangon. Among five consumption values, social value, emotional value\r and epistemic value have the effect on four-dimensional brand loyalty. Affective loyalty,\r conative loyalty and behavioral loyalty have positive influence on repurchase intention of\r hair care brands. To create brand loyalty, marketers should attract customers by persuasive\r advertisements, reasonable price, effective customer relationship management which also\r directs to repurchase intention."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2020-05-05"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "May Myat Su Aung (MBA - 1).pdf", "filesize": [{"value": "748 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 748000.0, "url": {"url": "https://meral.edu.mm/record/1594/files/May Myat Su Aung (MBA - 1).pdf"}, "version_id": "3117a657-0d27-47aa-97b9-74beaa9a7b6d"}]}, "item_1583103131163": {"attribute_name": "Journal articles", "attribute_value_mlt": [{"subitem_journal_title": "Yangon University of Economics"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Hla Hla Mon"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "May Myat Su Aung"}]}]}, "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": "2019-12-01"}, "item_title": "THE EFFECT OF CONSUMPTION VALUES ON BRAND LOYALTY OF HAIR CARE PRODUCTS IN YANGON (May Myat Su Aung, 2019)", "item_type_id": "21", "owner": "1", "path": ["1582965660463"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000001594", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "1594", "relation": {}, "relation_version_is_last": true, "title": ["THE EFFECT OF CONSUMPTION VALUES ON BRAND LOYALTY OF HAIR CARE PRODUCTS IN YANGON (May Myat Su Aung, 2019)"], "weko_shared_id": -1}