Index Link

  • RootNode
    • Co-operative College, Mandalay
    • Cooperative College, Phaunggyi
    • Co-operative University, Sagaing
    • Co-operative University, Thanlyin
    • Dagon University
    • Kyaukse University
    • Laquarware Technological college
    • Mandalay Technological University
    • Mandalay University of Distance Education
    • Mandalay University of Foreign Languages
    • Maubin University
    • Mawlamyine University
    • Meiktila University
    • Mohnyin University
    • Myanmar Institute of Information Technology
    • Myanmar Maritime University
    • National Management Degree College
    • Naypyitaw State Academy
    • Pathein University
    • Sagaing University
    • Sagaing University of Education
    • Taunggyi University
    • Technological University, Hmawbi
    • Technological University (Kyaukse)
    • Technological University Mandalay
    • University of Computer Studies, Mandalay
    • University of Computer Studies Maubin
    • University of Computer Studies, Meikhtila
    • University of Computer Studies Pathein
    • University of Computer Studies, Taungoo
    • University of Computer Studies, Yangon
    • University of Dental Medicine Mandalay
    • University of Dental Medicine, Yangon
    • University of Information Technology
    • University of Mandalay
    • University of Medicine 1
    • University of Medicine 2
    • University of Medicine Mandalay
    • University of Myitkyina
    • University of Public Health, Yangon
    • University of Veterinary Science
    • University of Yangon
    • West Yangon University
    • Yadanabon University
    • Yangon Technological University
    • Yangon University of Distance Education
    • Yangon University of Economics
    • Yangon University of Education
    • Yangon University of Foreign Languages
    • Yezin Agricultural University
    • New Index

Item

{"_buckets": {"deposit": "726bd463-c042-48bb-8be7-06af32e49804"}, "_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"]}, "author_link": [], "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 (Than Naing Aung, 2019)", "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_0", "mimetype": "application/pdf", "size": 1116000.0, "url": {"url": "https://meral.edu.mm/record/2813/files/Than Naing Aung ( MBA - 7  ).pdf"}, "version_id": "b3188809-716d-4b86-bd2b-85eb4648d42a"}]}, "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. Hla Hla Mon"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Than Naing Aung"}]}]}, "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": "A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES ON BRAND VALUE OF TRAVEL AGENTS IN YANGON (Than Naing Aung, 2019)", "item_type_id": "21", "owner": "1", "path": ["1582965660463"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000002813", "pubdate": {"attribute_name": "Deposit 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 (Than Naing Aung, 2019)"], "weko_shared_id": -1}

A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES ON BRAND VALUE OF TRAVEL AGENTS IN YANGON (Than Naing Aung, 2019)

http://hdl.handle.net/20.500.12678/0000002813
bbd883c1-64ce-41b3-b680-162a146e4884
726bd463-c042-48bb-8be7-06af32e49804
None
Name / File License Actions
Than Than Naing Aung ( MBA - 7 ).pdf (1116 Kb)
Publication type
Thesis
Upload type
Other
Title
Title A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES ON BRAND VALUE OF TRAVEL AGENTS IN YANGON (Than Naing Aung, 2019)
Language en
Publication date 2019-12-01
Authors
Than Naing Aung
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.
Journal articles
Yangon University of Economics
Thesis/dissertations
Yangon University of Economics
Dr. Hla Hla Mon
0
0
views
downloads
Views Downloads

Export

OAI-PMH
  • OAI-PMH DublinCore
Other Formats