{"_buckets": {"deposit": "d1828344-c7a7-430a-9f94-3c867ad32685"}, "_deposit": {"id": "1705", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "1705"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/1705", "sets": ["user-yueco"]}, "author_link": [], "communities": ["yueco"], "control_number": "1705", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "THE EFFECT OF PROMOTIONAL MIX ON BRAND EQUITY AND BRAND RESONANCE OF CLEAR SHAMPOO IN YANGON (Htet Htet Aung, 2019)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to examine the effect of promotional mix on brand equity and to\r analyze the effect of brand equity on brand resonance of Clear Shampoo by Unilever\r Myanmar in Yangon. The data are collected from 396 sample respondents of Clear\r Shampoo users in Botahtaung Township by using simple random sampling method\r through structured questionnaire. In this study, it is found that advertising, personal\r selling and public relations have strong effect on brand awareness, and all promotional\r mix have strong effect on brand associations. Advertising, sale promotions, direct\r marketing and public relations have strong effect on perceived quality, and sale\r promotions and direct marketing have strong effect on brand loyalty. This study finds that\r brand associations, perceived quality and brand loyalty strongly affect brand resonance.\r The study recommends that the company should increase sale promotions for brand\r loyalty to achieve strong brand resonance."}]}, "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": "Htet Htet Aung (MBA - 2).pdf", "filesize": [{"value": "838 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 838000.0, "url": {"url": "https://meral.edu.mm/record/1705/files/Htet Htet Aung (MBA - 2).pdf"}, "version_id": "e5e1e6ed-8bef-4b65-8ecb-298e989553a3"}]}, "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. Nwe Nwe Aung"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Htet Htet 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 PROMOTIONAL MIX ON BRAND EQUITY AND BRAND RESONANCE OF CLEAR SHAMPOO IN YANGON (Htet Htet Aung, 2019)", "item_type_id": "21", "owner": "1", "path": ["1582965660463"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000001705", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "1705", "relation": {}, "relation_version_is_last": true, "title": ["THE EFFECT OF PROMOTIONAL MIX ON BRAND EQUITY AND BRAND RESONANCE OF CLEAR SHAMPOO IN YANGON (Htet Htet Aung, 2019)"], "weko_shared_id": -1}