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Item
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BRAND RESONANCE AND CONSUMER REPURCHASE INTENTION ON SHAYI WOMEN-WEAR CLOTHES (Myat Hsu Kyi, 2019)
http://hdl.handle.net/20.500.12678/0000002743
http://hdl.handle.net/20.500.12678/0000002743ad2da5dc-bfb4-4d8f-adbc-f4857a878379
4b3cf860-8c3c-4f0b-a1dd-42dc0f0bb781
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Title | BRAND RESONANCE AND CONSUMER REPURCHASE INTENTION ON SHAYI WOMEN-WEAR CLOTHES (Myat Hsu Kyi, 2019) | |||||
Language | en | |||||
Publication date | 2019-12-01 | |||||
Authors | ||||||
Myat Hsu Kyi | ||||||
Description | ||||||
This study seeks to investigate factors that influence brand resonance of Shayi Women- Wear Clothes and to analyze the impact of brand resonance on the consumer repurchase intention of Shayi Women-Wear Clothes. Data is collected from Shayi's 390 sample respondents using structured questionnaires. Research shows that perceived brand quality, brand image and brand experience have a positive impact on brand loyalty of behavioral loyalty, attitude attachment and community consciousness. Among these three factors, perceived brand quality and brand image have a positive effect on the brand resonance of active participation. It has also been found to have a positive effect on repurchase intentions in four dimensions: brand resonance, behavioral loyalty, attitude attachment and community consciousness. Finally, companies need to focus on better quality products and customer engagement in order to maintain their brand image and retain their existing customers. Companies need to create more attractive marketing programs. |
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Journal articles | ||||||
Yangon University of Economics | ||||||
Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Daw Hla Hla Myo |