Log in
Language:

MERAL Myanmar Education Research and Learning Portal

  • Top
  • Universities
  • Ranking
To
lat lon distance
To

Field does not validate



Index Link

Index Tree

Please input email address.

WEKO

One fine body…

WEKO

One fine body…

Item

{"_buckets": {"deposit": "f88c781e-eea8-4bad-87bb-4c21b8a9fcbf"}, "_deposit": {"id": "2813", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "2813"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/2813", "sets": ["user-yueco"]}, "communities": ["yueco"], "control_number": "2813", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES ON BRAND VALUE OF TRAVEL AGENTS IN YANGON", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to analyze the effect of the CSR Activities on the Consumer-based Brand Equity and to examine the effect of Consumer-based Brand Equity on the Brand Value of the travel agents in Yangon. This study is based on 377 respondents (inbound tourists) of the travel agents in Yangon by using structured questionnaires. The Consumer-based Brand Equity is measured by means of brand association, brand awareness, brand quality and brand value. In this study, it is found that ethics-related and education-related CSR activities have positive impact on brand association, brand awareness, brand quality and brand loyalty. Then, social/ community-related CSR activities have impact only on brand association, brand-quality and brand loyalty. Again, health-related CSR activities have influence only upon brand awareness and brand quality. Furthermore, environment-related CSR activities are positively related only with brand association, brand awareness and brand loyalty. Finally, all of consumer-based brand equity has positive effect upon brand value. For these outcomes, it is deductible that ethics-related and education-related CSR should be practiced as the most important measures, followed by social/ community-related, health-related and environment-related CSR activities in order to ensure the high brand value of the travel agents."}]}, "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": "Than Naing Aung ( MBA - 7  ).pdf", "filesize": [{"value": "1116 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_free", "mimetype": "application/pdf", "size": 1116000.0, "url": {"url": "https://meral.edu.mm/record/2813/files/Than Naing Aung ( MBA - 7  ).pdf"}, "version_id": "6f679d1d-42ae-4c81-b0ce-e7e68c893230"}]}, "item_1583103131163": {"attribute_name": "Journal articles", "attribute_value_mlt": [{"subitem_journal_title": "Yangon University of Economics"}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Than Naing Aung ( MBA - 7  )"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Publication"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2019-12"}, "item_1583159847033": {"attribute_name": "Identifier", "attribute_value": "https://ecor.yueco.edu.mm/handle/123456789/931"}, "item_title": "A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES ON BRAND VALUE OF TRAVEL AGENTS IN YANGON", "item_type_id": "21", "owner": "1", "path": ["1582965660463"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000002813", "pubdate": {"attribute_name": "Deposited date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "2813", "relation": {}, "relation_version_is_last": true, "title": ["A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES ON BRAND VALUE OF TRAVEL AGENTS IN YANGON"], "weko_shared_id": -1}
  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES ON BRAND VALUE OF TRAVEL AGENTS IN YANGON

http://hdl.handle.net/20.500.12678/0000002813
http://hdl.handle.net/20.500.12678/0000002813
bbd883c1-64ce-41b3-b680-162a146e4884
f88c781e-eea8-4bad-87bb-4c21b8a9fcbf
None
Preview
Name / File License Actions
Than Than Naing Aung ( MBA - 7 ).pdf (1116 Kb)
Publication type
Thesis
Upload type
Publication
Title
Title A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES ON BRAND VALUE OF TRAVEL AGENTS IN YANGON
Language en
Publication date 2019-12
Authors
Than Naing Aung ( MBA - 7 )
Description
This study aims to analyze the effect of the CSR Activities on the Consumer-based Brand Equity and to examine the effect of Consumer-based Brand Equity on the Brand Value of the travel agents in Yangon. This study is based on 377 respondents (inbound tourists) of the travel agents in Yangon by using structured questionnaires. The Consumer-based Brand Equity is measured by means of brand association, brand awareness, brand quality and brand value. In this study, it is found that ethics-related and education-related CSR activities have positive impact on brand association, brand awareness, brand quality and brand loyalty. Then, social/ community-related CSR activities have impact only on brand association, brand-quality and brand loyalty. Again, health-related CSR activities have influence only upon brand awareness and brand quality. Furthermore, environment-related CSR activities are positively related only with brand association, brand awareness and brand loyalty. Finally, all of consumer-based brand equity has positive effect upon brand value. For these outcomes, it is deductible that ethics-related and education-related CSR should be practiced as the most important measures, followed by social/ community-related, health-related and environment-related CSR activities in order to ensure the high brand value of the travel agents.
Identifier https://ecor.yueco.edu.mm/handle/123456789/931
Journal articles
Yangon University of Economics
Back
0
0
views
downloads
See details
Views Downloads

Versions

Ver.1 2020-03-23 08:56:52.687746
Show All versions

Share

Mendeley Twitter Facebook Print Addthis

Export

OAI-PMH
  • OAI-PMH DublinCore
Other Formats
  • JSON

Confirm


Back to MERAL


Back to MERAL