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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

BRAND TRUST AND LOYALTY OF NISSAN CONTAINER TRUCK OWNERS IN YANGON

http://hdl.handle.net/20.500.12678/0000002766
http://hdl.handle.net/20.500.12678/0000002766
1d241f14-e566-450f-8303-43c185fd1192
b49f63bc-3016-42c7-ade7-2b7a202a0fa9
None
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Ral Ral Bawi Lian Bikk (EMBA - 2).pdf (501 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title BRAND TRUST AND LOYALTY OF NISSAN CONTAINER TRUCK OWNERS IN YANGON
Language en
Publication date 2019-12
Authors
Ral Bawi Lian Bikk (EMBA - 2)
Description
The purposes of this study are to explore the factors affecting brand trust of truck
owners and the relationship between brand trust and brand loyalty on Nissan trucks in Yangon.
The data are obtained from (222) respondents out of (501) members of Myanmar Container
Trucking Association (MCTA) by collecting with structured questionnaire. The findings
show that three variables; brand satisfaction, trust in company, and perceived quality
are positively related to brand trust. It is also found that there is a significant relationship
between brand trust and brand loyalty of Nissan container truck owners in Yangon. The
main reason is that truck owners at MCTA recognize Nissan brand trucks to be the most
reliable trucks among other vehicles for trucking business. The study recommends Nissan
trucks to provide the consistent product quality delivered as usual in order to retain the
loyal customers.
Identifier https://ecor.yueco.edu.mm/handle/123456789/914
Journal articles
Yangon University of Economics
Conference papaers
Books/reports/chapters
Thesis/dissertations
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