{"_buckets": {"deposit": "a86fc195-1a0f-4006-b173-14e00197073b"}, "_deposit": {"id": "2744", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "2744"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/2744", "sets": ["user-yueco"]}, "author_link": [], "communities": ["yueco"], "control_number": "2744", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "BRAND TRUST AND CONSUMER PURCHASING BEHAVIOR OF NEXT GENERATION PRODUCTS (Thu Thu Htet San, 2019)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study examines the brand trust and its effect on consumer purchasing behavior of Next Generation fashion store in Yangon. Primary data is collected with structured questionnaires to 150 consumers who have bought from Next Generation fashion store. Secondary data is received from journals, textbooks, company records and websites. According to the study, brand credibility, brand innovativeness, social influence and brand intimacy influenced on the brand trust. Among them, brand credibility has the highest influence on the brand trust. The result indicates that both cognitive brand trust and affective brand trust have positive influence on consumer purchasing behavior while affective brand trust has better effect on consumer purchasing behavior than cognitive brand trust. This study recommends the marketers to develop on brand innovation and social influence which can enhance the brand trust."}]}, "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": "Thu Thu Htet San (MBA - 66).pdf", "filesize": [{"value": "699 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 699000.0, "url": {"url": "https://meral.edu.mm/record/2744/files/Thu Thu Htet San (MBA - 66).pdf"}, "version_id": "2c7f82fd-dbad-4e89-a947-246ec0475079"}]}, "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. Nu Nu Lwin"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Thu Thu Htet San"}]}]}, "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": "BRAND TRUST AND CONSUMER PURCHASING BEHAVIOR OF NEXT GENERATION PRODUCTS (Thu Thu Htet San, 2019)", "item_type_id": "21", "owner": "1", "path": ["1582965660463"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000002744", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "2744", "relation": {}, "relation_version_is_last": true, "title": ["BRAND TRUST AND CONSUMER PURCHASING BEHAVIOR OF NEXT GENERATION PRODUCTS (Thu Thu Htet San, 2019)"], "weko_shared_id": -1}