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

THE EFFECT OF CONSUMPTION VALUES ON BRAND LOYALTY OF HAIR CARE PRODUCTS IN YANGON

http://hdl.handle.net/20.500.12678/0000001594
http://hdl.handle.net/20.500.12678/0000001594
4f701b30-63e6-4db8-8bcc-37eb714fa041
ddf35483-8bb2-4ada-9541-3e0561041748
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May May Myat Su Aung (MBA - 1).pdf (748 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title THE EFFECT OF CONSUMPTION VALUES ON BRAND LOYALTY OF HAIR CARE PRODUCTS IN YANGON
Language en
Publication date 2019-12
Authors
May Myat Su Aung (MBA - 1)
Description
The purposes of this study are to examine the effect of consumption values on brand
loyalty of hair care products and to analyze the influence of brand loyalty on repurchase
intention of hair care products. The data are collected using structured questionnaires from
385 consumers of hair care products who are randomly chosen from beauty stores such as
Beauty Diary in Yangon. Among five consumption values, social value, emotional value
and epistemic value have the effect on four-dimensional brand loyalty. Affective loyalty,
conative loyalty and behavioral loyalty have positive influence on repurchase intention of
hair care brands. To create brand loyalty, marketers should attract customers by persuasive
advertisements, reasonable price, effective customer relationship management which also
directs to repurchase intention.
Identifier https://ecor.yueco.edu.mm/handle/123456789/850
Journal articles
Yangon University of Economics
Conference papaers
Books/reports/chapters
Thesis/dissertations
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