MERAL Myanmar Education Research and Learning Portal
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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/20.500.12678/00000015944f701b30-63e6-4db8-8bcc-37eb714fa041
ddf35483-8bb2-4ada-9541-3e0561041748
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May Myat Su Aung (MBA - 1).pdf (748 Kb)
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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. |
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Identifier | https://ecor.yueco.edu.mm/handle/123456789/850 | |||||
Journal articles | ||||||
Yangon University of Economics | ||||||
Conference papaers | ||||||
Books/reports/chapters | ||||||
Thesis/dissertations |