{"_buckets": {"deposit": "699efd1c-ee0e-4b3a-84f0-39760e35c3bd"}, "_deposit": {"id": "1727", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "1727"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/1727", "sets": ["user-yueco"]}, "author_link": [], "communities": ["yueco"], "control_number": "1727", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "THE EFFECT OF BRAND TRUST ON PURCHASING BEHAVIOR OF YANGOODS CUSTOMERS (Khin Yadanar Tun, 2019)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The study aims to analyze the factors influencing on cognitive and affective brand\r trust, and to investigate the effect of cognitive and affectivebrand trust on purchasing\r behavior of Yangoods customers. In order to meet research objectives, both primary data\r and secondary data are used. The primary data are collected from 297 respondents who\r actually purchase Yangoods products by following its facebook page. The secondary data\r are collected from relevant textbooks, articles, and previous research papers and from the\r published papers and from related websites. The findings indicate that the influences of\r all three factors such as social factors, cultural factors and social responsibility factors\r have the strongly effect on brand trust. It is also found that both cognitive and affective\r brand trust have the positive effect on purchasing behavior of Yangoods customers. It can\r be assumed that brand trust can lead to purchasing behavior of Yangoods customers. As\r the suggestions for the company, it could make more effort in renovation of Burmese\r (Myanmar) cultural designs and try to keep the present achievements in social influence\r and social responsibilities."}]}, "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": "Khin Yadanar Tun (MBA - 84).pdf", "filesize": [{"value": "1500 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1500000.0, "url": {"url": "https://meral.edu.mm/record/1727/files/Khin Yadanar Tun (MBA - 84).pdf"}, "version_id": "b823da49-655d-4de1-8201-5d39e6ac9135"}]}, "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. Myint Myint Kyi"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Khin Yadanar Tun"}]}]}, "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 BRAND TRUST ON PURCHASING BEHAVIOR OF YANGOODS CUSTOMERS (Khin Yadanar Tun, 2019)", "item_type_id": "21", "owner": "1", "path": ["1582965660463"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000001727", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "1727", "relation": {}, "relation_version_is_last": true, "title": ["THE EFFECT OF BRAND TRUST ON PURCHASING BEHAVIOR OF YANGOODS CUSTOMERS (Khin Yadanar Tun, 2019)"], "weko_shared_id": -1}